Ann: Initial Director's Interest Notice , page-2

This group looks very much to be private equity. Can't find a thing about them advertising their services. This likely means that its their own money, and their interests are directly aligned with share holders.

Contrast this with directors who are just on a fat pay cheque, hedge funds who make their money trading ups and downs, and equity fund managers who are looking for bonuses across their portfolio but don't really care about any one stock.

I reckon they can see AOK has great fundamentals but needs to be polished up and showcased to the market. Hopefully he is then man for the job.