I do not see why they would short their own stock, instead of flat out selling it. They wouldn't sell it into the market, since there are huge restrictions on how you can sell your own shares through a brokerage firm (a company CANNOT sell its own shares into the marketplace through a brokerage firm, period. Brokerage firms ARE regulated, and that just can't happen without an underwriting agreement, secondary offering docs, shelf offering docs, etc. and that NEVER goes directly to the market, it is done directly to buying accounts) They would merely sell certed shares to investors through the "storefront", ie. private transactions. Thats why the buying is usually at a significant discount to the market price.
As far as shorting their own stock? if they did that through a hedgie, etc. It's jailtime for those guys for sure.