Someone mentioned that they thought the shorts would continue to drive it lower before earnings. Appears to be a very nice hill that they are driving down with no obstacles to slow them down as it slumbers along in neutral only using the brakes occasionally when it picks up speed on the turns.
"Someone mentioned that they thought the shorts would continue to drive it lower before earnings."
Has happened many times before.
Sometimes history really does repeat itself (though not always).
Unfortunately, this stock is badly abused and manipulated by traders and this is one of the tried and true strategies they use to make $$$ on SODA.
The market is a strange place. All of the individual investors who panic and get shaken out as they slaughter the share price on this have no idea how many millions are being made by HUGE accounts who accumulate at these levels in expectation of the inevitable upward explosion.