I have been waiting for this to drop in the UK press. And here it is! (pic related).
They really cannot help themselves, can they?! No matter which way you cut it Q is now being revealed to millions. As the advertising adage goes - Any publicity is great publicity!
They never will - its the way they try and dissuade people from looking. But it never fails to get people looking or interested. They are stupid, as Q has pointed out many, many times. They just can't help themselves!