Here's a stupid theory...or maybe not. Could be that the ads are actually happening. As a PL, I'm not really sure how we'd identify them. Could be Steve is also waiting on the yield to clear so that it brings the best value. New investors will not have much confidence if they see the news with that glaring yield in place.
Anyway, again, just a theory. But if the case, could be a big BANG once the yield clears.