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Strategy publicly states the possibility of selling coins to pay dividends, MARA sold 15k $BTC to repay debt, Sequans has been using Bitcoin to repay convertible bonds for two consecutive quarters.
The narrative of "never selling" Bitcoin treasury is collapsing, these companies are turning Bitcoin from a "faith reserve" into a "liquidity tool."
When the coin price drops and triggers more selling, the selling pressure further depresses the price, and the spiral begins.