Why wouldn't it? The business fundamentals continue to improve. Strong movies, strong electronics.... people have gotten so wrapped up - in forums, in the media, everywhere - with associating Sony with the PS3 that now half the world can't see the forest through the trees. People are buying the stock because Stringer is on track to raise margins to 5%, Sony is regaining leadership in their core electronics space, and a year like this one is set to be very good for Sony.
Anyway I'm a fan of the MotleyFool, but not of their predictions per se. The problem with their gaming sector analysts is that they tend to base their logic on what they see playing out on forums just like this one (plus I think they're gamers themselves... never a good combo), as well as the usual cursory high-level articles that roll on through. Every time I read their analysis on the space, there are deep flaws with their reasoning.
PS - When you short a stock, the price goes down. The price can bounce if investors are forced to cover their shorted positions.