There is not going to be a publication via ASCO abstract in my opinion. The company has said previously, when this kind of fomenting was occurring before about ASCO, that they intended to publish in a medical journal, not at a conference. They have the Industry Expert Theater which will allow hem to present there more broadly. The paper will be more than enough otherwise.
That should not make things "ugly" except if people choose to post and try to make it so by suggesting the company was going to do something they have said before that they were not going to do.