If one looks at the daily trading in the last few days, one sees major rotation within the stock. Some institutions are selling and some are buying large blocks. Also, those individuals who are buying small lots actually stand to have some upside on the stock, however, those who are selling small lots are either taking profits, if they baught the stock at a small price level, or they are trying to short it - but with small lots its pretty stupid since the stock is several points from its high.
Makes no sence to me to short it. Look at StockSmart Pro site - Institutional investors have increased their net position in the stock.