LOL, I wasn't referring to AFF, so much as the speculation in the business / startup press about the moves. In interviews Justin and Andre haven't given much away beyond the "this is on the cards".
If I was VM, I wouldn't tell the world until necessary (e.g. Launch) - Throw some ideas around, leak tid bits of information and see public/peer/industry reactions, and keep re-iterating your ideas within the "inner circle" / company. This is how many successful businesses work. The first idea often is a flop, but by iteration #10, stealing parts of idea #5, the new idea #11 might be good.
There is definitely some "testing the waters" needed with the VM business model in different markets. The locally produced wine, local wine market, and local consumer in any of the suggested markets are all quite different to the Australian market, and I suspect VM are well aware of this.
