What benefit does keeping the NX a secret still have?

[Kerotan]

Soundwave said:

Kerotan said:
Personally I think they should announce it in 2016. Sony and Microsoft will be happy if they don't. A Christmas with no Nintendo to worry about.  I understand they wouldn't be launching the NX this holiday anyway but people won't hold off on buying a psvr, ps4 slim, ps4 neo or xbox slim if there's nothing announced.

So .... basically like the last four Christmases ...

Seriously though watch out for that Mini NES. 

In fairness the 3DS did well for a number of those holidays.  Although you could argue the 3DS isn't really competing with them.