They are hiding something from someone. That "someone" could be a) competition (unlikely), b) future investors (most likely), c) applicants (unlikely because if

They are hiding something from someone. That "someone" could be a) competition (unlikely), b) future investors (most likely), c) applicants (unlikely because if I talked to them I'd ask "what do you do" and the cat is out of the bag), d) No reason (maybe). e) press (unlikely - everything can be done under embargo).