That may be true - the industrial design may not actually be finalized. But ultimately this is to Sony's benefit - people are talking about the games, the featu

That may be true - the industrial design may not actually be finalized. But ultimately this is to Sony's benefit - people are talking about the games, the features, the controller, etc - things that actually influence a buying decision. Rather than salivating (or bashing) the industrial design, which nobody actually cares about at the end of the day. Intentional or not, this is a great move.