Heavy shorting that started on 06/13 was successful
... and is continuing today as well, but the easy $$$ isn't so easy anymore since the share price is beaten down to the low $29 level. A squeeze is very possible at this price, but if you haven't yet gone Long, I'd wait for the turn to begin before commiting, and those that have held their Long positions should either add cautiously to their positions or just turn off their computer for awhile. There will be a recovery is share price, but for now the Shorties are in control.
I only wish we could find out daily what shares are short and if any of the recent selling was naked shorting and how many large trades went through on Thursday and Friday in advance of the Barron's article that were placed with knowledge of the pending article. Crooked trading at its best but SEC will not look into it.