After the losses they must have taken with the price decline this is probably a desperate attempt to boost the price.
Actually when they were buying Bitcoins it ran up to $250 over the course of a few weeks, then crashed down to $75. That's my recollection of events.
I read far too many investing sites. Whenever a run-up and crash occurs in some fad stock, the proponents of said stock never seem to lose money. They always seem to be "still in the green". Amazing, really.