[akhmatova]

We don't know of course; nor do we have any reason to believe it does work.

But as for "keeping quiet" -- that they aren't doing at all. They are (or at least were, when I last paid attention to this stuff) extremely forward about their belief in FP as part of their secret sauce for staying ahead of the competition.

Which, ironically, makes one further question whether it has all that much benefit. Because if it really did ... yeah, they'd probably want to keep quiet about it. Like any other truly winning strategy in their arsenal.