Look at the share price downtrend over the past year. This stock is unpopular. Shorting NLS is a sure way of following the crowd. Buying more shares is a sure way to feel out-of-step with other investors.
"No one likes to be lonely, no one likes to sing the blues" -- John Cougar Mellencamp
But personally I don't think being in-step with the crowd has any particular financial value ... in a zero-sum game the crowd rarely wins.