I don't really see it that way completely. They have a reveal date announced and its the buying and reporting industry driving the intrigue as always. Spy shots from every conceivable method and stories about magical performance, looks and weight. Soon we will see posts about scarcity and getting early units with the potential of an upside. I'm always amazed how little Ferrari does to promote their cars. This is going to be one expensive car in a new untested high end segment and they will sell every one of them. And that's because their cars are always so much better to own and drive than the competition as many here will agree. This one is unique because every aspect of the vehicle is or should be new (market segment, chassis, body design, hybrid drive train, interior, etc.). Sure they will tease a bit as it gets closer but its always so little effort compared to mainstream vehicles that have to market heavily to make a buck. I think more credit is due to the orchestra making the music than the lone conductor swinging a chopstick.