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Hephaestos said:

Secondly, as we have seen in the past, releasing a product with a new tech will make the competition revise their plans so that they are not completely taken by surprise if it succeed (think sixaxis... though that didn't quite work)...

That's the point. By announcing one particular feature now, they will force Sony to quickly implement it, so that Sony might release an otherwise rushed product. 

After that, Nintendo can just announce their other features that will make it sell.