Keeping mum about a product
Keeping mum about a product one is developing is not unusual. Especially if the product is one assembled form available components. Cobbling together a solution means one has a very low barrier to entry or theft of the idea. Making sure they have the details nailed down and the appropriate IP protection is only wise.
If the product was a consequence of new technology then they could tease some more info with fair confidence that the average person or even a competitor would not be likely to dot the i's or cross the t's.