The leaders of the company. Look at the insider trading, have you EVER seen a senior management team dump stock like this? If they thought the company was worth more they would have held on. They have been dumping this stock since they went public - all the way up and now all the way down.
Why are they on their 3rd CFO since going public? Heck they couldn't even get someone from the outside to take the job!!!!!!!!!
It's a scam - look at all the complaints against the company for credit cards being charged for a rewards program.