They have been considering making further investments into the Gulf Shelf for years, but management believes now is the time and these are the right opportunities to move on.

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But Chris L. Shaw, a UBS analyst, believes management won't take securities off the shelf anytime soon.

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"We burned off quite a bit of inventory due to the cash for clunkers, but the demand side is still a shelf of its former self, " says Matt Lloyd, chief investment strategist at Advisors Asset Management.

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It was hard to believe boasts from Oakley management, especially when the smaller company would have to take on Nike and Adidas for shelf space.

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