that is because the PR is written by a 9yr old. No mention of revenue what-so-ever, i.e; % increase, total revenue, projection from this contract for the next 10yrs...something atleast.
They can say "This contract will generate "x$ over 10 years period", and title the PR as "FTCH adds 100 new customers by signing contract with so and so that will increase revenue by $2M over 10 years..blah, blah,..."
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