I'm firmly of the belief that it is the dividend that is setting...

I'm firmly of the belief that it is the dividend that is setting the SP. This is one of the few stocks on the ASX where we can all see the div for the entire financial year ahead and the way the business is managed it is very unlikely that there will be nasty surprised or disappointments when it comes div time. So people are using this as a safe place to get a good rate of return that is slightly better than other places (fixed income investments etc). The income from the divs isn't 100% guaranteed, but its about as close as you get on the ASX and then on top of the steady return you also have exposure to the upside should RFF pull a rabbit (or high paying rabbit farm) out of its hat.

For me, all the other financial measures are just assessments of the companies health and then div sets the price.