That's precisely the kind of logic that costs people their life savings.
If you "loved the short at $22" you've already lost $6 per share on a stock that shows no signs of wavering from its current track. The business model is being executed nearly flawlessly, and the customer satisfaction rate is improving. If you "love the short at $28.35" all you're doing is getting another entry point at which to mark another $6 per share loss when (not IF) it hits $34.35.
Of course, I don't have to tell YOU how bad an idea it is to short this stock. A quick glance at your own balance sheet is all the proof you need.
The rest of the garbage in your message bashing the idea of DVDs by mail just shows your narrowness of mind. Remember that people once laughed about the idea of radio (Who would pay to broadcast something that nobody was paying to listen to?) and personal computers (Nobody needs a computer in their home - they're only good for math-intensive tasks like calculating missile trajectories.) and about a million other ideas that have made their inventors rich beyond their wildest dreams. You should be so lucky to think up your own "joke" that revolutionizes an industry.