You are referring to retail traders, right? I thought that professional premium sellers are part of the largest institutions and are very sophisticated. Or is there no such thing as professional desks dedicated exclusively to premium selling?
Definitely are large funds dedicated to short vol. They are unsophisticated, IMHO. I once went around the country analyzing a handful of the better short vol funds for a HNW client. I wasn't impressed, but I'm a dickhead so take it as you will.