I don't know about "they". The billboards and the attempt to resurrect Theranos seems like a bizarro self-promotion stunt by a single guy named Ryan El-Hosseiny, who's been photoshopping himself into photos of Elizabeth Holmes, claiming the title of "CEO and Inventor", and insisting that he's known as "the Steve Jobs of medical labs" despite having no history in the medical industry.

yeah 'they' was a bit of a generalization. just pointing out that there's already weird stuff afoot with Holmes.