Very true. The thing is, when EPGL announced it, to it's shareholders, it was equivalent, in the grand scheme of things, to a tree falling in the woods. Those around to hear it were minimal. When COO announces it, the whole world will hear it, along with all of CooperVision's competition. Blue Chips do not make announcements about new products that effect their future business and market share until a very specific time that fits their marketing strategy. Cooper will most likely announce when they secure the exclusive rights, which can be at any moment.
All and all, EPGL can announce anything anytime they want, early or late, because the general market is currently deaf to whatever EPGL says. With COO, they are forced to tread carefully.
Until then, the vast majority of the float remains cemented in long term shareholder's hands.