If I were involved in one of these deals I would want to keep quiet about it until it was all wrapped up and I would rather expect the other side to as well. Not least, as a buyer, I wouldn't want to alert other potential interested parties and risk sparking a bidding war.
This is what I don't understand; why would Roly be quiet about selling whilst potential buyers are making noises. If I were the vendor I'd wan't as many people to know as possible in the precise hopes of starting a bidding war. I'd expect those wanting to buy to be the ones wanting to keep it quiet. But then, I've never sold anything more expensive than a second-hand Mondeo, so what do I know?
I guess with modern social media it isn't hard to put out feelers that you are willing to sell. RD probably wants to look like a reluctant seller too, who will only sell if paid top whack...
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You can watch him say it in his own words here.