That is the daily short selling data for HJOE. As you can see from it when the stock price was moving up it was being shorted fairly heavy. Then they wait for a lack of interest on the bid to sell a relatively small amount taking the price back down where they then start covering their short and profiting off it.

As far as who it is IMO it's the market makers who often do this. They are in no hurry and basically have unlimited shares to sell short. The margins required to short very much of a stock like this pretty much rule out it being shorted by retail traders.

They'll usually start lowering the ask and or putting up walls (large amounts of stock on the ask) to entice others to sell at lower prices. But as I said this is just my opinion after watching this type of thing for years.