I’m no expert either, but this could be a deliberate exit plan that CEOs do, or if he plans to stick around, it could be a deliberate plan to buy back shares at a lower price - so even if he bought back all the shares he sold, he’d be making a big profit. Could also be combined with a ploy to introduce the actual pricing plan they wanted to implement all along, and when they implement it, it won’t seem so bad combined to what they’ve proposed currently and people, especially those deeply invested in the Unity ecosystem, will lap it up.