Just a slight correction to your numbers/dates - article posted 6AM 7/1 only for those Seeking Alpha Pro subscribers who pay. As can clearly be seen, the price and volume began to creep higher that day.
On 7/2, the day which the embargo on the article was lifted and it was emailed to the entire Seeking Alpha population as well as posting to participant websites (like Yahoo Finance), the high volume kicked in and the high was $8.92.
So yes, if I pay my $200 or $250/month to subscribe and bought on Monday at $8.71, being able to sell the next day once everyone else sees the article, that 2.4% gain is nice. However, in the case of RICK, this is actually not typical. Usually, the spike in volume is more significant and there is a greater price movement. Regardless, the effect of what they do is clearly visible.