Average daily volume of Ely Lilly is 3 million shares - at $356 price/share that's $1,068,000,000 traded each day affected, not to mention stock option premiums jumping due to heightened volatility, etc.,. I'm pretty sure there were some actual monetary losses in there.

This company is doing the same thing plenty of other companies and people are doing, this company just went through a bit worse before it made that decision.