Probably simply because of the gains EWSI has made over the past month. Mentioning a promo from 2012 is lame on their part.
Nielson as far as I have researched has never used stock for promotions.
I also specifically asked this very question in my first interview with him. He clearly indicated, for all to read for themselves in the 8K filed on 1 April, that an awareness campaign is not out of the question, but only after he has produced measurable quantifiable results. My guess is that a promo will never occur because his company has enough exposure now and it is growing. He'll use whatever cash he has for growth....