The "OFFICIAL" 2014 Butt Hurt Market This is simple. If you are selling it means you believe better things will happen hence "less butt hurt". So you are cashing in now on what the butt hurt is worth. If you're buying, you believe the amount of butt hurt is bound to go up hence you're investing in the butt hurt. You can buy and/or sell multiple times during the season. The Market is Now Open. Buying or Selling?