Unless they want to hold and watch this go to more than 200 over the next 3500 days. The short trade is over. The product has proven to not be a fad with 1B+ sales for the second year in a row. New products coming which will mitigate some costs. Shares being bought back. 9/share in cash coming in230 days, and likely every 365 days after that. There are no guarantees but there is no question whatever short thesis that existed no longer clicks with relaity and they have to cover because in 235 days or less management can just initiate another 200M sahre buyback and buy another 4M or so shares at current price and the 11M shares short will just keep getting killed as the company becomes much cheaper due to the higher EPS, cash production, as well as earnings.