I dunno, I really hate the video game PR drip and the modern school of game marketing that says you have to "maintain the hype" by using it.
Like, do they really get more sales by announcing a character one at a time versus revealing the lineup all at once up front?
A steady flow of new information keeps the game in people's minds. Revealing everything or barely anything and then showing the same thing over and over can hurt people's perception of the game. The Order is a recent example where every convention or expo had the same playable build and people were just tired of seeing analysis or what have you on the same thing they had seen months before.