Shareholders and customers are basically on the opposite sides of a trade. All public companies have this problem to some degree: they want to tell their shareholders "we figured out how to offload stuff that we buy cheap onto unsuspecting customers, thereby making more profit for you". Meanwhile they want to tell their customers "look how wonderful and high quality our products are". These days this problem is solved with code-speak that wall st people understand but which sounds relatively benign and boring to cuswif they happen to see it e.g. "margin expansion through input cost reduction".