The answer is simple Joe, the shorts have to buy and are under more pressure to do so, as the price rises.
People/firms are buying because they see a recovery, strong or disappointing, is only a few months away and if it's successful, their gains will be large if they buy now.
Even if BB10 disappoints in the market, the stock will likely never drop back down below $10-12 range and they will lose little.
Personally I see a range for RIMM between $12=$20 by April/May next year.
Cheer up, you're not losing a lot of money here so drop the bearish view of RIMM