Ads,
you say, "...the company that wanted to keep it quiet. Someone did we know that. "
Based on THIS company's track record of "secret and confidential and proprietary and strategic", I would bet it means that they got their pants taken down again in front of everyone and lack the ...hmmm, guts...to let shoreholders really know what is going on.
IMO the longer the can keep the veil of secrecy, the longer they can pay themselves.
(I) C. W.