What Is "The Secret Life Of Mr. Stark"?S

It's not just posters that're being released to hype up next year's Iron Man 2; Paramount have released a still of a newspaper cutting about Tony Stark and his alter ego... but why?

Superhero Hype were sent what they're calling a "clue" from the upcoming full metal sequel, but even they admit that they don't know what it's a clue to. Scanning what we can see from the article, there doesn't seem to be any new information given out that we don't already know from the first movie, but we're wondering if there's some special significance to "Secret" being highlighted. What do you think?

What Is "The Secret Life Of Mr. Stark"?S

An Iron Man 2 Clue! [Superhero Hype]