They need to hire someone to write the PRs. Scientists are trained not to sensationalize the facts and whoever is writing the PRs are using that format instead of what should be written to encourage shareholders. They can stick to the facts and still get the job done.
Agree that it is frustrating. The only thing that I can speculate is that they don't care because they already have a BO offer at a specific price if they achieve specific test results.
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