If you look at
http://www.pokerscout.com you will see that Fultilt is now doing about 50% of the business PokerStars is doing. The change in business has been happening steadily for the past 6 to 9 months. This should deeply concern Fulltilt's owners because less then a year ago FT was almost even with PS.
Normally, shareholders would demand changes in strategy or insist in bringing in new management (professional management).
On top of the above, FT has now has it's first public cheating scandal.
Again, if the shareholders were business people or money managers vs poker players they would be demanding answers and letting management know they are failing.