They do it every day. You see the news wires filled with this company is talking to that company, and this company is exploring the possibilities of this, or that. The minerals and precious gemstones are constantly gonna explore here, or gonna dig a hole there. PR is PR. Get the name out there. So far JF has tried to stay away from fluff PR but with the hounds (us) biting at his heels for PR, PR, PR, I guess he's throwing out a few things.
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