It's just capitalism at work.

Clearly didn’t read the memo from the CEO stating what a “courageous” new app it was.

I think the word you’re looking for might be “insider trading”.  She clearly saw the preview and thought the same as every other sane person: NOPE.

From the link for the folks that didn’t look at it, tiny amount of stock, continuing sale process. At this rate it would take over two years to close out the holdings in Sonos.

Director Joanna Coles sold 905 shares of the business's stock in a transaction on Monday, May 6th.

Following the transaction, the director now directly owns 22,759 shares of the company's stock, valued at approximately $392,137.57.

Joanna Coles also recently made the following trade(s):

• On Thursday, April 4th, Joanna Coles sold 905 shares of Sonos stock. The stock was sold at an average price of $19.16, for a total value of $17,339.80.
• On Monday, March 4th, Joanna Coles sold 905 shares of Sonos stock. The stock was sold at an average price of $19.35, for a total value of $17,511.75.

Because the sale has to be declared to the SEC that’s all she clearly dared do. Anything more would get the midnight knock!