I think they have deadlines internally, but prefer not to publicize them. There seems to be no incentive in doing so. What's better for PR in case of missed de

I think they have deadlines internally, but prefer not to publicize them. There seems to be no incentive in doing so. What's better for PR in case of missed deadline, imply that you will only release game when it's good enough, or make apologies? Do you get any reward for non-missed deadline?