I did not want to post, but thought I would share my opinion on this. Please read the below statement again.
"The company has begun significant display shipments to JO-ANN Fabric and Craft stores in behalf of a direct supplier to those stores."
IMO, this is not a direct contract awarded to Expo Holdings to press release 'EXPH has awarded Jo-Ann contract' . These displays will be shipped on behalf of a direct supplier. So, it is definitely not a direct new customer. I would think the best person to answer your question 'why this is not press released as a stand alone'...that would be JD.
I agree with you on 'your friend is missing out on potential big gains by not buying EXPH..'