This educational screencast is I hope useful in showing how price action can be assessed from various perspectives. It is now pretty late in the game to short ULTA. See ULTA - Journey South? (from 20th Nov 2018).
I expect FOMO bulls to rush into ULTA, fighting for a few crumbs! LOL. That expectation is based only on human psychology. Make no mistake, it is psychology that works at the tips of the markets.
I re-emphasise that I have no need of working out where price is going to go. I'm using a probability model instead of a 'predictive' model. Hence - no targets, only controlled acceptable losses.