Nobody's "pumping" and please stop using that term (pump and dump) incorrectly. Go look it up.
This is the 1st or second inning of a long drawn out short squeeze IMO in anticipation of some realization of the breakup value of Sears Holdings. This myopic focus on negative earnings has occurred in tandem with multiple short squeezes over the last three years, and each time the shorts rationalize the squeeze away. Doesn't mean the squeezes won't continue. I'm sorry but I'd rather trust billionaire with my investment than analysts or retail investors who'd rather be right about a company and wrong about a stock.