Linchuck, I haven't read the filing for APOA, but if the information is as good as you imply, they almost have to come out with a PR on any NEW news.
In this sense, I have to agree with what they told your friend.
If they are a reputable company, then their priorities aren't the same as yours and mine, and I'm sure they have more important things to concentrate on than pumping the price.
The charts will pretty much tell you if it's building up steam...:)
I'll put it on my watchlist.