"3.1 Once an entity is or becomes aware of any information concerning it that a reasonable person would expect to have a material effect on the price or value of the entity's securities, the entity must immediately tell ASX that information."
Why was this not observed? "
Correct, however in the interests of completeness we should also note that there are definitive exceptions to the above, refer ASX LR 3.1A (link below), eg confidential negotiation, incomplete proposal etc.