I doubt they are aiming it at retail investors. Its a brand awareness campaign, aimed at familiarizing the public with the brand and its message, thats it thats all. More than likely in conjunction with or preparation for, an assault on some senior global brands. What would you rather have ? Substantial news released to a general public who has little or no knowledge of who they are and therefore raising nary an eyebrow ?

Or would you rather they released a substantial news release in conjunction with a name brand of someone else, and after a public brand awareness campaign, so that the viewer/ reader can link and embed the two together either consciously or even tactilely ?

Example in point....

Have a look at the market entry of Gorilla Glass in the mid 2000's.