Start reading message boards on stockhouse.com, yahoo finance, CEO.CA and stocktwits, there is a wealth of good information as well as garbage to sift through to come up with your answer.
I believe the shorts are in control and weak hands don't do any DD on fundamentals, they only look at charts, set tight stop losses and are easily panicked into selling, all this is playing right into the shorts game plan to get the pps as low as possible before covering.
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