Why didn't they just decide to delay the posting by 30 seconds? It's not like that would deter regular users but it completely eliminates the high speed trading case.
Uncertain - I'm not exactly the decision-maker. But I can think of two reasons:
1) They say that earnings will come out at a certain time, so they better be out at that time or else the SEC comes after them. If they just posted earnings as coming out at say 12:00:30 instead of 12:00:00, that just shifts the problem 30 seconds later.
2) The bots will just run for an extra 30 seconds, and will still have the advantage over ordinary people.
(Something I'm not clear on: regular Google - and Hacker News, for that matter - will sometimes just make a user's connection slower if they repeatedly hit it with traffic. Why not use that on bots that hammer the investor relations site? It completely disincentivizes these bots if the 100 requests you made at 11:58:30 mean that you get stuck with a 5 minute delay and don't get the information until 12:03:30. Or maybe they do use this approach and the SRE in question just didn't bother to tell me.)
There's nothing you can do to eliminate the high speed trading case short of outlawing automated trading. As long as computers can trade, they'll compete on speed and nothing you do can prevent that. You could forcibly slow down trades to 1 a minute, and you'll still have bots competing on speed to be the first trade each minute and they'll still beat humans.
1) They say that earnings will come out at a certain time, so they better be out at that time or else the SEC comes after them. If they just posted earnings as coming out at say 12:00:30 instead of 12:00:00, that just shifts the problem 30 seconds later.
2) The bots will just run for an extra 30 seconds, and will still have the advantage over ordinary people.
(Something I'm not clear on: regular Google - and Hacker News, for that matter - will sometimes just make a user's connection slower if they repeatedly hit it with traffic. Why not use that on bots that hammer the investor relations site? It completely disincentivizes these bots if the 100 requests you made at 11:58:30 mean that you get stuck with a 5 minute delay and don't get the information until 12:03:30. Or maybe they do use this approach and the SRE in question just didn't bother to tell me.)