Trust me, we really do NOT want the spotlight in this now; it's August and most people don't pay any attention to news now. We want this out after Labor Day; heck, we want it out after the Roberts confirmation! And remember, it took literally years of dribbles, before it took hold and became a big deal.
In a sense, I agree with you. However, if you have a chance, talk to some people who get all of their news from their local newspaper and the ABC/CBS/NBC/CNN nightly news, you will find out that they either know nothing about this, or if they do, they have no idea what it's really about.