we surveyed 18 publicly traded companies amortized them . That clearly seems like the right thing to do." over the previous three years, Krispy kreme had recorded $174.5 millions as intangibal assets (reacquired franchise rights ) , which the company was not required to amortize. On the date of the sec announcement , Krispy kreme's shares fell anther 15% , closing at $15.71 a share.