Wht secret? There are two possiblities likely here. Either something is original and therefore potentially IP (typically can be protected by a patent) or a 'trade secret' which can be kept for competitive advantage but is not patented for whatever reason.

I doubt you signed a contract with a reverse engineering clause when you got your eAR, so any trade secrets are there for the plucking and not terribly secret.

So why not gain competitive advantage by being public and specific with this 'new' invention? Why not create IP for the company and inventors by protecting the 'invention'?

If it smells like marketing and looks like marketing it might be marketing.