On going dilution Take-a-ways of dilution as per Investopedia :
Dilution is the reduction in shareholders' equity positions due to the issuance or creation of new shares.
Dilution also reduces a company's earnings per share (EPS), which can have a negative impact on share prices.
Dilution can occur when a firm raises additional equity capital, though existing shareholders are usually disadvantaged.
This is never a winning situation for us the shareholders.