I think there are two strategies to E3. You either go in with a big secret, drop the bomb and hope everybody freaks out, or you leak/announce info before the show to generate buzz so that everybody comes to the show wanting to know more about your product.
I would guess that the first strategy only really works for genuine megatons, while the latter is a great way to get some people's attention before the explosions go off and that's all people can talk about. I haven't seen any pre-E3 announcements that look megaton caliber yet.
"The worst part about these reviews is they are [subjective]--and their scores often depend on how drunk you got the media at a Street Fighter event." — Mona Hamilton, Capcom Senior VP of Marketing
*Image indefinitely borrowed from BrainBoxLtd without his consent.
