Okay, but if they really thought this thing was going to take off wouldn't they be better off holding those shares? It's not a dump, but I'm not sure that strategy makes a whole lot of sense either. I don't know what's going on here, It really could be a long that just wants out, or needs the money. 

Or maybe its a last ditch effort by the shorts, that is ALL of the ammo they have left and they are throwing it out to intimidate. They may have just showed us their cards.

all just speculation here.