The second part was just referring to the timing of the announcement being a week after they had a pro tour on with the focus on a non-rotating format. The perfect place to announce something like this. But I guess they do want to bring people to the website and see the Magic Story, so...
How much do you really have to hype a set that is limited and will sell out, even at $10 MSRP a pack (probably be $15 to buy in practice)? They have a finite amount of cards to sell, and they will be sold out as soon as they take orders. They really don't have to do much for this set.
You are right though. Guess they probably also are worried about the format being 'solved' before the first booster is even cracked. Just seems like this is prime territory for 'conspiracy theorists' to go start shit among retailers and WotC getting a bad name if information does get out there, solely due to the potential value of the cards that are possible to see reprinting.
Hopefully we see Serum Vision's and other expensive commons getting a reprint.
And I totally agree with that when they are actually sets. Reprint sets that are already going to be limited aren't the same. Especially when leaks could see some companies getting the potential to save themselves hundreds to thousands of dollars and others lose that much. We already know that WotC has had problems with leaks.
Spoiling a whole reprint set this far in advance would do nothing but totally fuck over the secondary market.