Look, this isn't a buy and hold stock and never will be. It's infected by daytraders, shorts, mm's, and amateurs. This makes for volatility. It's a great stock for trading and that's about it. The most surprising thing about this stock is that the options never have much premium. I've never seen that before. It's great because I've made almost $30,000 this month off the swings with both calls and puts. Remember, even Buffet slammed this companys longterm future years ago when asked if Berkshire was interested in aquisition. I have no problem with being "long" to a profit but don't sit here and act like Krispy Kreme is some new company and product and the stock is a longterm buy and hold. C'mon.