I don't care what Wall Street thinks, but i'm telling you what major media outlets will be writing stories about in that scenario.
Also, Hill House really doesn't have close to the following you guys seem to give it credit for so I don't think that will cause a big stir. Billie Eillish, yeah, she'll do the trick. Both can win the day, but again, why would you release this news on July 11th - a SATURDAY. That would be extremely stupid. If you're going to come out with it, you do it on Monday, the 13th. Then you can use the rest of the week to drop little bits of info or hints.