MM's are MM's and they'll set the price based on a number of factors: News, perceived demand, expressed investor sentiment...
One thing about seeing short numbers is it gives you a feel for what other investors are thinking. In otherwords, there is a 380% increase in folks who believed that the PPS would decrease over a certain period of time... Namely through June.
I think the short interest during July will be MUCH lower. I would not want to be shorting this stock in July.