In my opinion I think they should have done this from the outset (subject to stock of course) because I don't think this launch has been particularly successful....in fact it's a bit of a farce, over complicated the whole thing.
I agree, but this was purely so they could announce the Product themselves with no spoilers. There was only one I believe about an hour before - a 3d case schematic. They did the same with the iPhone and iPad. 2-3 months before actual sales.