"Firstly, how can someone sell shares to convert options and increase their overall holding?? Impossible LOL"
Not so, the options he holds/held are not shares, all they are, are a right to buy shares at a given price up until a certain date, they are trade-able, but they don't count as actual shares until they are exercised.
From memory the options were set at around 3c so if he sold some shares at 11c to exercise his options then he would end up with more shares after than he started with before he exercised them.
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