I tried to short it about a year ago above $18. It was on the hard to borrow list then so I sold some naked calls and pocketed the premium and never looked back. Every time I saw the commercials I thought how easy it was.
But then the stock got cut in in half and I thought how foolish someone would be to keep holding their short position. Insiders and institutions have been buyers since then (over the last year) and even though I still doubt it's long term success, this thing could run a bit. 30% of the float is short and between the institutional holders and the insiders you could get a squeeze that could last.
Is is still on the hard to borrow list? I'm too lazy to check cause I'm only watching but, if it got to something ridiculous I might have to do some more homework.