It is my understanding that a sales sheet is sent out to distributers and retailers 4 months before a new product is released. This is probably why FFG announced 2e when it did so it was not leaked by this sheet. Anyway, FFG then has to try to manage excitement for the game for the 4 months leading to the release, trying to get people excited enough to purchase the product, but not so excited that there expectation exceeded what the game provides.
FFGs model seams to be releasing an article or two a week presenting information about the new game, some info is new most info diehards already know.
What do you thinks of this process? How does FFG tricking out information effect your excitement? Do you think they are doing a good job keeping people interested?