The issue was a downgrade on an already revised down number...

The issue was a downgrade on an already revised down number right? I haven't followed this too closely but that usually, in my experience, means structural issues. Saw it with CCL run of downgrades as it became apparent the health conscious consumer was not a passing fad. SP smashed. Suspect it might be more of the same here. I find it hard to see how e.g. the aggregator sites would not be threatening the business model here.

And it had had a strong run up, so that could've just been 'hot air' being let out.