The way I understand it the term "design win" for POET means an agreement with a customer to use your product in future development programs. See the definitions on: https://www.lawinsider.com/dictionary/design-win
So, yes, it will take careful consideration when and how to announce these design wins. I tke it not every customer wants to have revealed to competition what he will be working on using POET products. Finding ways to announce a collaboration without being too specific is probably what TM was referring to.
Cheers!