Well, if the fall of the stock is 'never ending', then you should be selling now and getting out of the stock, right? Or do you want on to a 'never ending' fall of the stock to -0-? I used to appreciate your posts, but you are a fair-weather investor. A true 'buy and hold' investor views these as new entry points.
A 'buy and b***h' investor buys a stock and then complains when the stock price drops. I don't think should expect anything material to happen to this stock until Q1 of '13. Be prepared for 3-4 months of 'sideways' movement and if it dips too low, either buy more or get out. Wringing hands will never move a stock price.