Maybe Il Dolce is just further emulating what his former colleagues over at Qantas have allegedly done.
Drive the share price down through massive write offs, lock in a large tranche of executive bonus shares at the depressed price and then miraculously through a transformation program, turn the ship around and massage the share price higher before cashing them in.
Hell you could even dump them on the market after they vest depressing the share price due to the sheer volume and then buy a parcel back at the reduced price.
Simples really!