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They may also be waiting for times of slow/no news from the relevant parts of the industry to make their news releases more effective. There is also the marketing strategy of drip-feeding, mostly used by lower-budget projects, that keep excitement by a cycle of starvation, then a taste, then more silence and so on until a big silence before launch.
Its actually worse or at least on par with Duke Nukem's late (post Duke Forever) sense of humor, so i wouldnt say its up your alley.
Ty for the warning, I find it rather cringe.