"This is something we've been talking about a lot behind the scenes, just between us," he says. "It felliga needed to be talked about. It is fascinating to me." In order to keep this a secret and not leak too information to competitors, or before the announcement, there is an embargo, date and time before which you are not allowed to talk about the thing. Re breaking news: The nine vidos in your so box at the same time were for a reason, we've done a whole episode about this.