GameStop shares are missing the latest bout of meme-stock trading. They were little changed in early Friday trading, and have posted only modest gains over the past two weeks, even though renewed meme-stock mania has triggered a series of enormous surges and declines on Wall Street.

Kohl’s Corp shares briefly doubled in value to a ten-month high of $21.23 on July 22, making it one of the most traded stocks on retail platforms. The chain became the latest “meme stock,” as the surge in trading was driven by online discussions on platforms like Reddit’s WallStreetBets.

Conventional wisdom is out the door for some surging stocks as online hordes are bringing back meme stock mania.