JD looks like it's going to make a pretty sizeable move here. My honest guess is the downside. With that said I don't think they are a bad company by any means. Decent earnings etc. I just don't see the traffic/high level interest to really keep the momentum up. That being said I always plot both theories up and down so of course do your own DD. Like most of these plays I would do 1:1 puts/calls and drop the other when you have conformation.