"I thought Joe did have something up his sleeve when he moved up earnings..?"
If he did not do that, we may start the day with $8, end with $6.6, then next week, he can release a ER - BEAT, then we go back to $7 or $8, then Virgin, Angry Bird, etc -> $9.
The difference is huge! I really don't know why Joe made that decision - is it a common knowledge? Why Joe keep doing this? I believe he is not that stubborn, he has all the intelligence to understand Wall Street tricks.