I think the normal order of things would be..

James West - takes site tour and is impressed.

Management and James West have another discussion where management proposes the idea of James West helping to get the word out. Management says we have great stuff here...

James West signs - NDA, reviews assays and signs on.

James West calls BNN to get back on TV

Management releases assays

James West explains assays to the market on BNN, how good our find is.

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That is just the way I would run the show if it was me. James West getting on TV and pumping the stocks without good assays already out makes no sense. And since he is not signing on to due damage control or something like that... Things must be looking really good!