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Comparison to cost basis might be painful. But it's irrelevant.The question to ask yourself is whether, given what you know about the company and its **future** prospects and cash flow, you believe the stock to be a compelling value at its current PPS. If the answer to the question is, yes; then hold (or add if you think it is significantly oversold). If the answer is the question is, no; then sell; book the loss to offset gains elsewhere and reinvest the proceeds in alternatives that are more compelling.