Why are the directors not capitalising on this moment!?, page-3

I think you are absolutely right in your sentiment that this is an important development, but the SP is not their immediate focus.

I expect that the company believes the SP will take care of itself once the company gets its actual finished products ready and out there for careful inspection by its customers. Low key PR has long been the pattern for AP while the product has been under development, and I expect most LT holders get that. I am more expecting that the big splash will be seen and heard first amongst the consumer electronics companies, and they will be the ones that drive the exposure. They will be the ones that develop the whizz-bang products that will showcase the chip's capabilities, not the company itself.