It doesn't mean that I think it is going up - simply that if "YOU" believe it is then you can buy the stock cheaper using SSF's. For those who want to short the stock, can't because the stock is hard to borrow thus they are willing to short it using SSF's at a discount to the equity price.
But are there fundamental reasons to short it? I ask because I bought some shares recently based on the relative strength it has shown recently and the CEO comments that bankruptcy was out of the question. J