If you assume that these guys are in it for at least 50% (just a guess) then you can assume they think BMOD will trade at or above .375 before the conversion period runs out (August 31, 2011).
They get paid interest at a rate of 10% annually, but that means they would make about 10% between now and August 31. They certainly are not playing for 10%.
It is actually unusual to see a convertible issued with less than a year to run. That CLEARLY signals an expectation for a move to occur soon.
If I could afford to buy all of them, I would not need to buy any of them and I sure wouldn't be spending time on the message boards!