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Well imo they just couldn't help spilling the beans about this one, just to keep up and get even with Nearmap's news about the US market deals.
I would say they had been waiting all along for Nearmap to make this announcement in order to make their counter announcement.
Without these excitement (especially with international/US expansion), these speculative stocks tend to quickly lose steam with their fan base, who also got Nearmap under their radar and would jump back across.