he didn't have control over the trades, but he controlled the timing of the announcement entirely.

they knew since june (when the TOS was edited), but waited until last week to drop their stinker of a plan after everyone had already cashed out what they wanted to.

almightysnoo above posted this, which I think is revealing:

Chief among them being Tomer Bar-Zeev, Unity’s president of growth, who sold 37,500 shares on September 1 for roughly $1,406,250, and board director Shlomo Dovrat, who sold 68,454 shares on August 30 for around $2,576,608.