Great post Handles HT ( CoCo )...According to the company Tarot Card reader, who reports into IR, that is phase 4 of the marketing plan.
I am sure that not mentioning the term "Cancer", in the Thanksgiving eve NR, was an oversight. They may have had 27 times the exposre from the NR if they did, but Mammary Carcinoma has a much more appealing vibe to it for all of the brokers and potential shareholders who would have picked up the NR while awaiting their flights back home that evening.
As has been noted here, if you want the absolute maximum exposure for the US launch of your first commercial product out of the MCC pipeline, you release it on the eve of US Thanksgiving and refer to it as a mammary carcinoma treatment, rather than a "Dog Cancer" treatment option which has demonstrated an "88% Cure Rate".
Fortunately for us a poster here had located the immunocidin.com website with the list of distribution partners a week prior, so we were already underwhelmed.