Hew,
The word I have from the Club (admittedly, not the aforementioned CFI directly) is that he "didn't want to be in it".
As I said in a previous reply, it does seem a little strange - bearing in mind his position at the Club, you'd have thought this was a golden opportunity to promote it??
At least the "Test Pilot" (sorry, Chief Engineer) let us see his face!
Good news is that I'm told they've had plently of calls requesting info since the programme was shown
Andy, must be very frustrating for you - to your credit I think you've articulated how it fits into the "bigger picture" very well.