I'm all for good news and higher share price, so m

I'm all for good news and higher share price, so maybe I'm not reading this right. From Mark's interview transcript:
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-"Will do a PR, couple of weeks for specifics - hotel name - big deal could lead to lot of money but may not "

It's hard to parse what "but maybe not" is referring to, making the deal, making a lot of money, or doing the PR?

So, aren't we getting a little ahead of ourselves to be trying to figure out the name of the hotel or hotel chain and the specifics and amount of customer usage?

Let's make the deal first before we start counting the money from it.