I would say it was done AS this was coming out. Within hours. I'm sure it was timed to coincide with Super Bowl week for impact.
Underhill pointed out that Moore is likely going to be questioned about this a ton by the media this week and that it's not really fair to him being that he hasn't even been hired yet and has nothing to do with it. If this thing grows legs over the course of the week with questions about the stability of the ownership and top executives, he may not see this as the opportunity he once did. Nobody would.