Gerald stated on the conference call that mainstream media outlets aren't really interested in us until we have data to report. I would expect at that time the tweets will decline as he'll be spending more time doing interviews with major league media outlets, not the minor leagues we've been doing.
Not discounting the coverage they provide, but the Fox News story was the only one I saw that provided a substantial impact on demand and moved the share price significantly higher. Data and major media coverage could provide that with sustainability and not the subsequent sell-offs... especially after the partner or buyout offers start coming in.