Often times when a company is working to release a new innovative product/service, they hold their cards close... Until patents are filed, they would be crazy to market Swarm and open themselves to patent trolls and other competition.
Additionally, if they marketed themselves prior to Swarm being complete, they risk getting interest before they can deliver.
For a long term investor such as "investor X" they don't care if the price goes up slightly now, they want it to go up once the company is set to soar. In the mean time, the company can buy shares back (which they are doing) at a cheap price.
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