Agreed there should be some people asking themselves "what is this new thing that Ajit is doing?" - but they may not be aware it is public and think it is some VC funded start-up if they don't step through to stage one DD. As to the friends and family of those who sign an NDA - the concept of Tippee and Tipper come to mind.....

All I am saying is: It can take a lot longer then you think for word to just leak out. The Economist is a bigger deal - it is a big platform and those who read the article and are curious will go to stage one DD and Google POET. I have done it with many things I have read about in the Science and Technology pages over the years