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Whoever is in their marketing department needs to be piesacked.
The idea that they can just spill all their rumours months before the event, in the form of leaks, and be successful, is a joke. I mean, these aren't even leaks, they're full on announcements!
At least with the slim version leaks, there was controversy and speculation and people were like "fake" and it caused a great commotion.
Their marketing department is so bad at viral.