Amazon reported earnings on Thursday afternoon. Price initially popped to $420, then over the next ten minutes it fell all the way to $371 and change, but then over the next hour it went back up to $420 -- obviously brutal action. On Friday the stock opened at $439 and change and closed at $445. To the average observer, it closed at $390 and opened the next day at $439 ... they'd be oblivious to the drama.
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Rumor-driven markets ... the bots scan for unusual activity and latch on ... human beings can still join the game if they're alert.