Most people assume that the way the system works is that as a companies revenue / earnings increases, there will be more investors buying shares than selling, and so the price will go up. The inverse is also assumed to be true. If the company is struggling, there will be more sellers than buyers, and the share price will go down.
This has never been the case. What actually happens is that regardless of the reason for it, as long as there are more investors are buying shares than selling, the share price will go up. That dynamic has almost nothing to do with how the company is actually performing. The only reason that the share price has any relation to the company's performance is that most investors are rational.
The initial GME / Reddit thing happened because of a kind of rational reason; Someone realized that the investors shorting the stock had overdone it and made themselves vulnerable. A massive hedge fund could have done the same thing if the people making decisions were willing to tolerate the risk. Retail investors kicking in pocket change at what was initially a junk stock are much more risk tolerant.
But now that it is succeeding against all reasonable expectations, the motive has mutated. It is no longer about a crowd of retail investors looking to exploit a mistake by the 'smart money'. Now it is a meme based war of 'the common man' vs 'big money'. So this will persist until enough retail investors blink and cash out to allow the smart money to no longer be overextended.
So think of the issue like a software bug in legacy software that has always been present but never fully exploited until now.
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