So you rather keep it hush hush I guess?
Let me be clear, I'm not in disagreement with what you are doing, just how sneaky you are about it. Although you have stated you are proud of what you are doing, it doesn't sound like this is the case since you mostly choose to hide this part of what you are doing everywhere on the website.
I think you should read his CEO blog on the AE website all the way back to April 8, 2010 where he proudly talks about the DR facility. To your original point about why didn't he release press about the DR facility in 2007, I am not sure how he could have done that since he became an employee of AE in late 2008.