Well I guess the market is saying to SDI management, "we don't...

Well I guess the market is saying to SDI management, "we don't like or trust your forecasting skills"

And I guess SDI management is implicitly saying to the market, "we don't really manage our business merely to maximise short-term profits".

If my inference is accurate, being that this is a self-inflicted, fixed cost issue (as opposed to a gross margin issue), then this would not be out of kilter with the way the company has done things in the past, i.e., "We don't invest in the business in a nice smooth manner; some times we step on the budget, even if it means that the bottom line takes a near-term hit."

For context, the ebbing and flowing of this cost item has been quite volatile historically, as in:

"Change in Market and Selling Expenses" (%)
2005: 26%
2006: 0%
2007: 3%
2008: 9%
2009: 9%
2010: -8%
2011: 1%
2012: -2%
2013: -3%
2014: 22%
2015: 2%
2016: 13%
2017: 8% (estimated based my current thinking, assuming no GP Margin change)