because the old expression fool me once. I opened a position at 22.50 I sat through a earnings report where they blew their numbers away in 4th qtr stock should have soared. But some moron in purchasing at Vera bought millions of un-saleable inventory and they had to discount their line everyday for the last 6 months. So I said who would pay full price now. I then sold and opened a short position a few weeks ago at 25.00 I think were headed to 20, Sorry to say but Wednesday they will disappoint again.