My guess long drawn out “plan” (years) while funds are collated to start....it will be a big project if done right. It will need to be padded out for sure so ssome key freebies... (shared for “our” benefit) and a couple of showy ostentatious changes to give illusion of progress. Howley anyone?
nothing wrong with ambition or having to save for that matter - but it will be dressed up in secrecy, complexity and “complications” to create the sense of drama. Nothing as it seems I would guess.
personally I just find the “big big big” declarations quite unappealing, nouveau and slightly awkward. I get it is all about the show but...could sincere excitement not just be enough?