Nintendo really is very odd.
"Sir? Publications want a lot of answers concerning the Switch."
"Eeeeh? I don't know. I haven't thought about that stuff. Show them the ice cube thing!"
"But consumers have questions about the online--"
"Hey! Let's go see Mimi-chan at the hostess club! Are you too good to drink with your senpai?"
"..."
I think it goes something like that.
It's fine, I guess, as long as they do some kind of secondary "reveal" well before launch but I don't understand the line of thought with holding so much back. First impressions are important.