The challenge they will always face. Once you get to this scale, there's no way to avoid it. I, for one, don't find it duplicitous - what if Google was a movie studio? The shame that they aren't is that we'll never see a technology giant's Pootie Tang (one of my favorite films, beloved by many, its name itself a piece of pop culture, though it failed on any metric a shareholder would consider)
They were calling for partners to build modules and announcing that they had multiple partners already. I think that's a valid enough reason to talk about it.
There are enough leaked press stories on secret projects they are working on but not announcing until they have gone the distance.
