It's all about how big the company's market cap is. 3 weeks ago, BBBY had a $450 million dollar market cap. STZ has a market cap of $45 billion, or 100 times the size of BBBY when it was in the dumper. This is why penny stocks can swing so wildly. It doesn't take more than a few traders with $100,000 to absolutely blow up the daily trading volume. With some well placed articles, it can bring in more enthusiasm from DIY'ers. It makes any fundamental analysis of micro cap companies unreliable, and the shares vulnerable to small whales pushing it up and down.