Think of it as a distribution method. If he doesn’t announce it and the info drops, it will take a certain amount of time before “everyone” is aware of it and starts to post about it. This time period can be used by the DS to use a FF or something to bury it before it has a chance to take hold. However, if you have MANY people anticipating the release, when it drops, there will be a formidable host of patriots available to post it as quickly as possible, thus making a major impact at the start and not waiting for the momentum to develop.

Although I’m unaware of who he is, he does have 906,000 followers who are now waiting for the release! (as well as us!)