I never bother with them... pile of BS... you either have a title coming or you dont... all the speculation, what ifs etc are just a waste of anyones time

It is unfortunately the marketing strategy they have adopted. Since most of their titles have little longevity after release, the hype for each one has to be built up to a crescendo in the months preceding release leading to fever pitch in the days before release.

That way you can convince the masses to shell out 6000-8000+ on a title that noone has seen in person or played besides a few select US dealers (who will automatically claim it is a "winna").