Simply because no-one knows how profitable it is going to be - no figures published for potential contracts . The market does not like uncertainty. But give it a month or two .....
Sadly the market no longer reacts to these good RNSs where we are presenting to the head of heads and even god almighty - the market wants to know what sort of revenue we will be generating.
I do understand it's not about the TV show ! But I still think it's incorrect - if I was at my GP and he said 'l'd like to introduce you to my new assistant Dr Dregdvffnynjy' I would likely say 'Dr who?', not 'Dr whom?'.