Maybe it's a mitigation to the massive short covering that'll have to happen if the data is strong/good. They can begin covering at a lower price, every little bit helps. And if the data is bad, they'll be glad they drove it down first. If the data is good, maybe the recent % short float increases will mean even more bottom line pain for those bold enough to short this thing while waiting for data.
Speaking of Kite, which Geert has referenced before as to CVM's worth, this article shows how Kite's management extracted maximum value from the buyout.
Geert will use the same tactics to do the same. Except he has a much better product. Gilead has twice down graded Kite's value over 1.5B to their bottom line, due to sales issues.
Also, from a previous post of mine, you can see what BP will do to jump ahead of the competition when they are flagging and under shareholder pressure to do SOMETHING.