I usually have no idea what product or service the companies I post provide. I have some stocks in my trading account that I have been holding for months, and I still don't know what they do. I buy or short them based solely on the chart's characteristics.
But I am familiar with this Canadian airliner, WestJet, shown below. From my experience, they seem very well run, very organized, and an all around good company. But does this mean that I would never short their stock because of it? No. For me, the fundamentals mean nothing: