All private companies do that. Ever heard of Virgin? It's Branson's MO. Create a company with a high public profile that's private. Hype it up and sell it based on the value of it's perception. Watch it go out of business years later or be sold to someone else buying it for the name/market share to pad their own numbers for their own reports. At the very least it ends up being good for a a tax write off by the new owner. This is how business works.