Guys, there's more to pinball than Pinside. Believe it or not, there are people out there who are an audience for this game that don't know it exists, or have heard about it or seen it but don't know anything else about it. Casuals.
The trailer we did for Alien for instance was aimed more towards this audience here at Pinside, or hardcore players, gameplay focused, not a lot of explanations. No narrator! This is smartly packaged for a wider audience, it's like a full on movie trailer, it breaks it all down. I presume they have a PR campaign designed to disseminate it. LOTR fansites or something, I dunno, they've done market research I'm sure.
And the timing isn't that strange for a mass market play. Non-pinheads don't want to pre-order shit. You need to wait until you have the pre-orders shipped, and you're able to stock inventory, or keep your distributors in inventory at least. People want to buy it and have it shipped.
Or maybe it's just late, I dunno! But I'm just saying, it's not a bad time to make that play.