It was a scheduled sale. There’s a term for it, but it’s a fairly normal thing to have set up.

What it really sounds like is they looked to see that they had a scheduled sale, and then delayed the announcement of the new fees (and the planning of how they’d work) so that the sale price would be higher.

Or, another alternative here. They looked at the sale price, and thought “gee whiz this is low, how do I boost the stock price higher?” and since this idiot worked on microtransactions for EA, he thought that adding those to Unity made some sort of sense.