"The campaign is expected to last six to eight weeks..." and what happens after that? Knowing this information, Android and Apple can just plan to launch a camp

"The campaign is expected to last six to eight weeks..." and what happens after that? Knowing this information, Android and Apple can just plan to launch a campaign in 8 weeks when their is less money being thrown around by WP and Nokia. Can they really get the message out in 8 weeks and then go back to their old ways?