The only advantage I can think of for the splits are options are traded in 100 share blocks and a lower stock price lets more people trade options. Priceline's options volume is low for its market cap and I'm sure is mostly the result of $600+ stock price which means writing a simple covered call means you have to own $60,000+ of the underlying stock along with finding someone who wants to be on the other end of that huge transaction. POT is the exact opposite to Priceline.