I'm wondering if they are actually hurting themselves by waiting to make this "big deal" out of the reveal. Case in point:
Pinball player Joe wants to buy a new machine. He has enough money for a new in box game. Sees Stern come out with a new Star Wars game, but wonders what JJP will release for game #4. Gets tired of waiting, buys SW. PotC comes out, Joe no longer has the funds to purchase it.
If JJP comes out today and tells me Toy Story is game #5, with Pat designing it, I will start saving up for that game and THAT GAME only. No other game will threaten my wallet! But if they wait, and something else comes along, I might be tempted to buy that game instead of JJP #5.