dividend
At best the dividend will attract some attention from fund managers to take notice of how much cash is being generated.
I really don't understand though why anyone would be excited to recieve money that they already own, and then pay tax on it.
IFP shares didnt go up much on the announcement, but you can take to the bank that they will go down by $2/shr after the ex-dividend date. And then you get to pay tax on the marked up amount at your marginal rate. Its a donation to the government.
Its like someone unlocking your safe, taking 5% of the cash out and handing it to you. And then you say thank you!