Does anyone know how this compares with NASA's usual routine for announcing cool discoveries? The internet seems to be getting all excited about this, but if this kind of vague press conference announcement is just their standard way of announcing a new funky-looking cloud of gas, a lot of UFO hunters are going to be disappointed...

Edit: Not that I don't personally find funky-looking clouds of gas fascinating, but if you google 'exceptional object' right now the top results are all conspiracy theory websites.