what would you do

there,s this bloke,you see...and he thought BHP at 43.80..down from 47.70 looked good for a long so he bought 1000....then for some unknown reason he bought another 1000 at 43.50(maybe he hadnt broken one of his trading rules for a while and thought bhp has done well since august dip and we,re in traditional xmas time when the market has its usual rally).anyway....now that BHP is at 37.50 he,s starting to begrudge topping up his cmc acount to keep the trade open....last time he bought 1000 was just before aug 16 dip ...then he sold at a loss and went on to see the bugger go hard and not look back.he reckons BHP will see 44 again (he,s even convinced his wife it will) and so why sell and give all that dough to those b....rds at cmc. but...maybe ...just maybe he should sell and go short...he,s done a bit of shorting the SPI to buffer the loss,but stops are usually set too close and get hit and so hasnt been as beneficial as had hoped.whatwould you guys do?
PS dont play with his mind...it,s getting a bit fragile