Its the difference between the sweaty nerds who were making the clown makeup memes vs the entire games media ecosystem taking in and making a full effort pumping out pieces and content in a way that plays on FOMO to fight for the scraps of attention we give them. Its smart marketing.
I agree it's smart, but I think the main problem is how media works these days. Journalists and content creators will be stumbling over themselves trying to get articles, videos, and shorts out to dominate the space. Most of the gaming sphere will be focused on it for at least two weeks.
I mean they are a team of 3, it wouldnt have surprised me if they didnt know when it would be ready until a few weeks before their announcement, and they arent required to hold their release for other sakes. as far as the price goes, again team of three they dont need to charge as much a unisoft
did for prince of persia.