Increasing unusual call option volume

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SUMmedia.com, Inc. (NYSE: SUM) Delayed: 30.93 -0.06 (0.19%)
Previous Close $30.99    52 Week High $24.81 
Open $30.71    52 Week Low $13.12 
Day High $31.00    P/E N/A 
Day Low $30.02    EPS $0.00 
Volume 606,829