News: SRF Surfstitch says Sam Weiss to succeed Howard Mcdonald as chairman, page-20

Not necessarily Z, you would be surprised how many times snippets of important information are, initially, shrugged off particularly when a company is being overwhelmed by negative sentiment and commentary. Basically, investors are too gun shy to buy despite the fact that it may be good news.
Anyway, what will happen now, if I am right, the buy side will build and investors will grow more optimistic that things have turned for SRF. It's the old snowball rolling down the hill cliche'. Unfortunately, for the nervous nellies, they will miss the best gains as it bounces.