Shorts are trapped, page-18

I feel the threat of the buy back is so much more powerful than the buy back itself. It empowers buyers to buy more knowing the company is ready and prepared with plenty of ammunition to buy additional shares, and of course it keeps shorters and doubters on edge. For existing holders as well it definitely helps bolster confidence that a rebound should come quite fast, further reducing selling. All this can be achieved simply by saying they are prepared to buy large volumes of shares on market and they don't even need to press the button.