Whoever wrote the media release as in Ben or Melanie did not put...

Whoever wrote the media release as in Ben or Melanie did not put much thought into how to get the best news across first for maximum impact as in the fact that it does work more effectively after 12 weeks & onwards & importantly the body seems to accept it as it is not showing any side effects.
Anyone could write the media release better than the way they did - maybe it's a ploy to tone it down so they can get some options across the line...?

Notice the last line has the comment that the company is in the process of indentifying a 'transaction specific advisor' for the purpose of assisting in any commercial negotiations as they may occur. I assume this is their 'speak' for locating an experienced global pharma deal negotiator if or when the time comes so it could be the next bit of news to occur maybe?