That's exactly what we do with all our pilot clients before we go into production. I'm not sure that IBM publishes these results after the pilot is done though.

Then it's understandable that people would be suspicious of a puff piece on 60minutes which provides no substantive information.

The people who care about the exact numbers and the audience for the 60 minutes piece are very different groups

There's obviously overlap, because people here have shown a dislike to the 60 minutes show.

Overall that probably helps the brand with some groups, and harms it with others (scientists, engineers) so you may have more work to convince them, though the puff pieces might help sell it at the exec level.