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By going short and selling, your profits will rise in line with any fall in that shares price, and in turn, your losses will increase with any rise in price.
Many consumers are on benefit or minimum wage; but for the supermarkets they would be going short of food.
We seem to have an upside down system where the criminals are now dictating the terms while honest residents, many of them pensioners who have paid taxes all their lives, are going short of essential everyday care.
In fact, our technical strategist has advocated going short the GBPUSD on the day's trade.
He has won twice going short but is bred to go long.
The only thing surer than death and taxes is that Simon Cowell and his cohorts won't be going short.
One player said: "When we heard we were going short again we blocked the car park to prevent Mr Watson leaving.