COLE is not a "fly higher" stock. It will gradually rise Q over Q, with progress reflected in its performance since the IPO. Most people own it for the div, which will also gradually be increased. This is another option for those who don't want their capital in a bank CD with next to no return. I have a couple such positions; their trading range is narrow, but their yield is great. Which is why I would not sell. I have growth stocks for excitement.