hey danny, be careful with JVA, i've dealt with it before, once the momentum traders on high volume, leave, it can come tumbling down, saw it the last time, it spiked to like 13-15, then started to crumble, a bunch of people averaged down, remember JVA, went to the 4's, has doubled, don't get greedy. don't be surprised to see JVA in the 6's next week, JMHO g/l.
Insider selling can be a gauge on how the company's doing but not guarantee the direction the market will react. Check out LNKD. Insiders are selling like crazy but it just keeping ripping higher and higher.