Pinned straw:
I suspect it broke your "rules" because it reported a stinker and a bunch of folks who picked up shares in the pre-EOFY fire sale were primed to sell if the news wasn't passable to good.
I haven't had time to digest the reported results yet but my cursory review on Friday when they were released indicated they're substantially worse than I was expecting + the "correction" to OBMedia's traffic levels and forward looking expectations was particularly unexpected + bizarre.
More thoughts likely to follow after I find some time to fully digest the results unless someone beats me to it...