Ann: COVID-19 Trading Update 98 - Week Ended 28 January 2022, page-8

The operating costs usually increase before the revenue grows, the business need to invest to grow. I've mentioned in another chat before that in recent years the employee expenses has increased significantly (just one of many operating costs which has seen major increment). But rest assured, the executives' compensation packages have been shifted to be based on profit margin instead of revenue growth, which tells you where the company is heading from here.

Unfortunately the short interest is still rising, latest report (as at 21 Jan 2022) has indicated that it has risen to 7% now.