If people keep saying you're ugly, eventually you'll start believing them
This is the only reason the stock is down a ton today. I saw another post asking if this is all due to 1 negative Seeking Alpha article (couldn't find your topic again on the message board). Anyhow, the sell-off is due not just to 1 article, but due to continuous negative articles and press. These things stick in the back of your mind and eventually if there's additional reinforcement of these ideas, then they shake your confidence.
All we need is somebody (or a few) to post a positive Seeking Alpha article, and this will stop the downdraft. It may not go up right away, but it will change the perceptions.