I agree, but you could say the same thing about longs who keep averaging down (me and NBG!) and also get in too deep.
More importantly, a short usually has a very specific reason to swim against the tide, rather than just be swept along with it. They do more research, know more about the company fundamentals and true valuation.
All that is needed to make a happy life is within yourself, in your way of thinking. -Marcus Aurelius