There is likely some confusion here. Look at this quote from the article: "Just last month, the magazine awarded one version of the car — the all-wheel-drive

There is likely some confusion here. Look at this quote from the article: "Just last month, the magazine awarded one version of the car — the all-wheel-drive Tesla Model S P85D — 103 points, a tally so high it broke the Consumer Reports road-test ratings system." So last month's issue is published, hmm, where do you go from here, up or down? That's the time you buy into a short because you know the next news can't possibly be as good. Its not insider trading if you get your short position the week after last month's magazine comes out, yet its almost guaranteed profit.