- Placid Platypus
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- Exalted Legendary Member
For Carnage Apply Within - Fatum Iustum Stultorum
"Do not mistake your rank and number for superiority. The oldest child may learn from the youngest."
Simple answer: To build hype.
Longer answer: To generate interest in the new IP by way of a marketing philosophy centered on sparse information being released over a lengthy period of time, culminating with a (teaser) reveal at a well publicized event. This also generates speculation/discussion of the IP, translating into site hits, consumer interest, and exaggerated favorable reactions to any information released. As other have also noted, there may also have been some consideration given to the Halo franchise immediate post-hand-off, as well as the recently announced Aeroaspace, via an unwillingness to diminish those properties with news of the next 'big thing'.
Nothing meaningful to the IP itself is involved with the management of its pre-announcement information. Anyone saying otherwise is just trying to spin a non-event into something more.
[Edited on 09.19.2011 11:32 PM PDT]