I have to believe that there's a marketing strategy at work here: leak details in highly controlled environments where you "beat" the competition to imply that

I have to believe that there's a marketing strategy at work here: leak details in highly controlled environments where you "beat" the competition to imply that your next product is better across the board. In the months that pass before your product rolls out, allow the internet/shadow marketing agents to perpetuate the idea that the next release is going to beat everything else. Roll your product out with a huge array of confusing names like i9-115479k that nobody can really follow. Nobody has the money to buy all of these products, so nobody can truly claim that none of your products are better than the competition, even if none of them offer a better price:performance:consumption ratio. And even if somebody does call you out on it... well, don't worry! The next release is going to be even better. Just you wait.