Public listed companies are split-personality companies in that they make money from selling products and services to customers and from the buying and selling of their own stock or at least taking advantage of its price. One one hand, it has to do right for the customers to continue buying. On the other it has to do things that the stock market likes, like meeting revenue expectations to keep the stock price going up. But if doing one good hurts the other, whom will they most likely choose? The more gullible.