Maybe it's just me but I'm getting bored of these build-up excitement slowly marketing campaigns.
When they reveal the actual product it is is normally met with a large dose of Meh.
If they've done something new then awesome, show us what it is already.
I like the way that Jens does it:
1) Come up with an idea
2) Build a 'working' prototype
3) Announce the thing with some pictures
4) Get some feedback and tweak the design
5) Release the sucker
