"(...) what the news will be on October 17th"
From that vice article:
https://free.vice.com/en_ca/article/ev85pp/should-you-buy-pot-stocks-before-or-after-legalization
“Summer in Canada is a low period for the stock market, and October is a notoriously bad month for the market,” said Hamish Sutherland, CEO of White Sheep Corporation, a company that is both in the cultivation and investing side of the cannabis industry. “I’ve always said, buy on rumour, sell on news. And well, we know what the news will be on October 17th.”
Does he mean that we should sell on October 17th ($$$) or is he implying that since we already know what the news will be on October 17th, it will be disappointing big news (not a lot of $$$ to be made)?