sometimes you get a little too ahead of your skisquarter was excellent and company is doing well, the issue is in a press release a few months back they laid out initatives on debt going to zero and more dividends, buybacks etc and with the drop in oil prices and increase in intererst rates effecting debt repayment they have not achieved their goals so today they are paying the price.
long run everything fine but it will be quite awhile before their is another dividend increase or much of a buyback so easy money is gone and so are most of those traders.