It is only dishonest if you announce a game before it has actually gotten past a certain point of development. Square Enix's problem stems from them getting an idea of games, making a few designs and throwing it out to their rabid fanbase to consume when the games themselves weren't far enough along or even in development. Now in this new era of game development where it is harder and more expensive, they and others are getting the backlash from this practice and their output of games has dropped due to the rising costs, they need to change their mindsets.
The last few years have been all about trying to get money, the publisher needs to figure out a method to use smaller teams on digital releases and stick to a decent but not massive budget for their retail projects if they hope to survive outside of Japan as a major power in the industry.
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