Individual investors are apparently fueling the increase. It’s a similar strategy to what we’ve seen with GameStop stock.

Hedge fund traders were quick to call foul when Redditors banded together to drive up the price of GameStop stock. But it was probably perfectly legal.

After shares of the video game retailer closed down 44% Thursday, they were up about 80% at market open Friday.

Some small day traders don’t mind losing a little if it means hedge funds lose a lot.

Last March, shares were $4 apiece. Now they’re more than $347. Social media has something to do with it.