Two key ways that public companies reward their shareholders is through dividends and share repurchases. Goldmoney rewarded its shareholders through Share repurchases.

Normal Course Issuer Bid is an excellent way for goldmoney management to express its confidence in the company’s future growth potential and, in some situations, to signify that it feels its shares are undervalued on the public market.
By instituting a share repurchase plan, each remaining share will become more valuable. However, neither dividends nor share repurchases would be options for a public company without cash.

"When a company does not have to borrow money to do this, but instead uses cash on hand,..."
The popular saying "Cash is king”. With cash at hand, goldmoney can't even be forced into bankruptcy and they can invest in new infrastructure. A favourable business’s cash flow is often cited as a key factor in its potential for long-term success.
Moreover, in economic times of volatility, the likelihood of such losses rises substantially. Thus, while investing should be a part of your long-term financial plan, don’t underestimate the stability and value offered by cash.

@goldmatters, the idea behind Normal Course Issuer Bid is making mad sense.