FFG needs a Community Manager. Someone to sift through every piece of press and interact with each community.
This would be an awesome announcement if someone pushed back and noted "Hey, we're only talking about X-Wing, maybe we shouldn't advertise all Star Wars games as being part of this?" Then they label is the X-Wing Hyperspace Announcement and they're all happy over there.
I think this would fix a lot of the issues that we deal with constantly.