What benefit does keeping the NX a secret still have?

[MatrosRx]

So... they should have announced it as everyone was focusing on the new PS4? That's a brilliant strategy. I'd be fine not hearing anything about the NX until January. That month is Deadzilla as far as gaming goes, so they will have everyone's undivided attention. And then they can steamroll market the heck out of the machine, building up hype for 2-3 months before it gets released.