This is a question that I should have asked myself on multiple occasions since I first bought 3,000 shares of GMCR at $0.99/share 16 years ago. Of course, those 3,000 shares split 4 times until I had 13,500 shares which, 2 years ago, were worth $115/share. Their total value was $1.5 million. Since then, I sold 9,500 shares and currently only have 4,000 shares. As to brnic's question, I say "do not sell."