That or common sense. A lot of stuff people say about the games industry just makes no fucking sense whichever way you look at it. Some people seem to think the "industry" is some giant machine with preplanned marketing campaigns and perfect execution. Too bad that's not how things work in reality. And the games industry is in the same reality as ours.
One thing I think they learned from FFXII was that they gave away far too much too early on before really having nailed down a date. And that's what you're seeing now: before they know exactly what's happening and when, they're not going to ramp up any formidable marketing. Because what if they have another Matsuno escapade and the game is delayed by 2 years?