Basically (my opinion) this is the shorts plan: It is very simple!!
1. Short a stock.
2. See if the price decline of the shorting causes additional panic selling and share price decline.
3. If yes, you are off to the races! Short more to induce more panic selling to make more $$$ on your short.
As long as folks are scared (as in this environment), this strategy will be employed as it is guarantteed $$$ for shorts -- someone will figure it out.
However, the important thing is if you believe in the fudamentals this will work out to the longs advantage eventually. If the price falls much more, I'll be certain to add to my position.
Fudamentals do matter!! Eventually, with extremely low share price, the company could use profits to buy back cheap shares. Later, once growth opportunities are exhuasted, a dividend could be divided amoung the fewer remaining shareholders at a very high yield... this is what CCME is doing!
Also as this sector proves itself, these short strategies will be less effective. I want to be long before then!