DDC, a Hong Kong food company, just bought 21 BTC ($2.28M), announced big plans (wants 5,000 BTC in three years), and the market nuked their stock (down 14.5% in a day).
Once a decision on Bitcoin investment has been reached, then expect things never to remain the same, because there's going to be a change, at first it may not come as expected, but over time it will definitely looks the perfect way it should, this is almost the same kind of challenge faced when having a business startup, you not not expect it to begin yielding as immediately like that.