Ezra needs ego massage. Doing in bulk 10~20 at the time would be more than enough (and probably cheaper? not sure how much they pay for PR). Big guy needs to feel superior by patting himself on the back for rolling out something he promised months ago. Insignificant PR as it was already expected.
He'll get a (imaginary) pat on the back from investors if he discloses (any) revenues generated so far from the rollouts. Only PR that would matter.
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