Short-sellers normally have to locate shares to borrow before they go ahead and sell them, hoping they can buy them back later at a discount and pocket the difference.

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The company was seeing how much of a discount was needed to make a significant difference to the number of DVDs it sells.

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The shares have climbed more than 35% since, yet still trade at a discount of 23% to book value, the difference, or net worth, between its assets and its liabilities.

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