Markets and people tend to have some panic in them whenever they see a major shareholder or top brass selling. This is why some companies will make some efforts in making it both a normal thing and an expected thing. Many of them will sell off small amount of shares over a prolonged amount of time. They might even bring attention to it that they are just selling their shares as a normal thing that was already planned and nothing has changed over such things.
A sudden and unannounced or nonpublic planned selling on the other hand is something to keep an eye on. Cryptocurrency still has a fair amount to learn in the art of not shocking the investors. Than again prime money making opportunity for those who have the means to do so and take advantage of the panicking public.