It's the run-up fueled by insiders just before they start selling off. Limmer just dumped 5000 shares. The others will start now soon. And by the time quarterly results come in with the bad news, the insiders will have dumped all their shares and the price will be $20.
At least, that's been the routine historically.
Check out the volume. Only small chunks of shares being traded. Institutional holdings have dropped by nearly 17% in the last quarter.