Because SODA is copying AAPL's hush hush approach. Focus is the key to build shareholder value in the long term. And that is focus on making great products, not in pleasing wall street's short term demands. If they make great products, everything else will just fall into place over time, including the stock price.
Enough. We get it....you are discouraged by today's move.
Expecting SODA to immediately respond to any article that adversely impacts its stock price is naive and misplaced. It isn't like they have left their investors in the cold; stock is still up over 38% YTD per google. Relax.