Could it be because large investors in Kronos are also large investors in the companies that use Kronos, thereby having a vested interest in keeping the money flowing? Sincere question.

Shorting something means betting the price will go down within a certain timespan. If you do not know that timespan, then you will still lose.

For one, Kronos is not a publicly traded company

HAHAHA. I feel so stupid. Thanks for pointing this out! Apt username.