This seems to be the case with most of the articles about Bitcoin. I suspect there are a number of large holders and exchanges paying PR firms to get stories like this published/upvoted/etc and keep the train going.
Call me skeptical about the alleged claims about Bloomberg's motives.
Also the article doesn't contain mind-blowing information, it's just pointing out that shorting isn't happening yet.
It's also possible that the writers are invested in Bitcoin themselves.