The norm for all publicly traded companies is to release any news when the market is closed, so that all shareholders have a level playing field. For big board stocks, they actually halt trading for a time if news is to be announced during market hours. Also, the SEC is very concerned with any information released that could be construed to be inflammatory--"pump and dump" material.
Most companies try to be careful of both content and timing to avoid appearing to try and inflate the stock price(SEC no-no).

In following FITX for the past year, I do not remember their putting out any news while the market was open--correct me if I am wrong! The change in the web site did move the share price on Friday, and I think that FITX would only do that if there was a good reason to do so. Just MHO. We shall know soon.