Yeah, I know-- I have a hole on my forehead from beating it against a brick wall with that one. I couldn't figure out why he wasn't more assertive with the website and applying that fire engine red lipstick I have mentioned so many times. After all, that is a very legitimate way of selling yourself to potential investors looking for the next big thing. They do shop around by visiting a company's online presence. 

Now I think I know why... he doesn't want it to be all that appealing. At least not right now. And it has nothing to do with being wrapped up in the science.