RE:Why not just do the 1 for a 1000 rollback and get it over ..Based on your logic, why not 10,000? The reverse split is to get the share price in that sweet spot where it's not so low that the big money won't buy and not so high that the retail investor won't buy. $10 would be too high. Either way it doesn't change anything as far as fundamentals are concerned. It's a matter of a perceived value, not an actual one. The goal is to get institutional interest.