My apologies, let me clarify. I think you would agree that currently only a small percentage of the US population is even aware of this material. Apple wants it this way so if they decide to us it (as they still have the trademark rights to Liquidmetal), they will introduce it as a "new" material that they have worked on for years. In fact, I would be surprised if there isn't some type of agreement in place to keep LQMT from actively promoting this material. Apple always wants all the credit. And they are the whale, so they get what they want.
There is no other plausible explanation. If you have any other, please feel free to share.