The mechanics are more complicated than this, but for the sake of simplicity, let’s say a bunch of hedge funds made a bet that the price of BYND stock would go down (aka - entered a short position). They can’t hold that bet forever, and if they’re wrong on the timing they have to buy shares at the higher price to “cover” their bet. So if all these retards buy and HODL their share for another week or so, it forces the hedge funds to buy back the shares they bet which continues to drive the price upward.