My theory based on the Tweet is that, unlike the Ossifix saga, he is not hyping up the achievement. Instead, he is downplaying what's going on. This might be due to two reasons:
He knows that things are legitimate, and it doesn't matter whether he keeps shareholders in the loop or not. Once the revenue starts showing up, the picture will change.
He said it would take months to ramp up production. So even if he rushes the first PR, there will be a huge delay for the second and third trailers. That would again kill the momentum. So he is taking it slowly from the beginning.