Object permanence is how we know things still exist even if they fall out of view. Babies don’t have this and that’s why peak-a-boo works. In today’s world the consumer may as well have no object permanence.
Timing communication is difficult. Speak too soon and hype dies before it can hit shelves and distracts from what you currently have on offer. Speak too late and no one knows it’s coming.
Games Workshop has been absolutely fantastic at managing this balance. Products for established lines are teased about a month or two away, new games are teased about three or four months away as these are more complex messages to send consumers.
FFG is still struggling but making improvements in this area. They are running messaging closer to release (unless delayed). They are letting devs talk more to folks and the live streams are all huge improvements. Great strides.
Imperial assault is not dead. It’s huge already and big trees grow slowly.