Because they are making money no matter what the direction goes, lots of money. Stock prices have become so insignifigant (sp) in this market, its a game, they just play with everyone's money. All these suckers get caught up in a stock that tanks one day so that so called day traders think its a bargain, and they know that you will then basically get married to that stock for a while, and just keep losing and losing until you get fed up, then they move on to another stock, DECK is just the latest money maker for them, over and over and over again. LULU probably soon to be one they crush. They're just waiting for one weak quarter and they're gonna kill it. Or some other stock.