I want to know more about why they chose to share absolutely nothing in the build-up, launch a gorgeous video today, and then aren't ready to take purchases for

I want to know more about why they chose to share absolutely nothing in the build-up, launch a gorgeous video today, and then aren't ready to take purchases for 48 more hours? That just seems like a huge mistake to me. Surely the point of being silent in development was to have this big unveiling. Shouldn't the sale then kick off right now while we're still (in theory) amazed at it? (Especially with MAS not offering refunds...)