I'm guessing that they already have the model ready and the announcement blogposts locked and loaded, and then release them as soon as they see a competitor mak

I'm guessing that they already have the model ready and the announcement blogposts locked and loaded, and then release them as soon as they see a competitor make the first move, trying to overshadow the first announcement or at least be swept up in the hype just as people start talking about new models again.