Given the well funded short attacks that it seems apparent that they've been subjected to, and the success of those attacks, smart validation (and this is understood across the industry with most of the tiny biotechs subjected to these attacks) typically is most wisely pursued by publication in a credible journal. Just PR'ing what they think they have, is likely going to result in their being shouted down and the results being lost in noisy, nonsensical technical speak that makes the positive results disappear into obscurity. Have we seen that before? You bet!