The entire "secretive" angle to this article is bullshit. The journalist is trying to weave a web of mystique and exclusivity that simply isn't appropriate. I think that was just editorializing in action.
You couldn't possibly find a more welcoming, open and non-secretive community than this one, especially Brian and Frank who are excellent advocates for the game. Frank is understandably under-the-radar to some extent regarding his actual retail location, but the marketing, the Facebook groups, the contests, the YouTube channels, and everything else that goes on in this space is pretty much the complete opposite of secret/mysterious.
Perhaps the journalist was just excited to have discovered something genuinely interesting ...
Now you know