This whole advertising campaign might be brilliant, but what does it say about the prospect customers. It says that we are like a bunch of kids, trying to figure out the content of a X-mas gift by just looking at the wrapped box. It saddens me to see that we salivate while not knowing a thing except rumours (probably intentionally leaked by Nikon key people).
I say if they would like to deal with adults, they should keep their stuff secret until the product is ready (this includes severe testing to prevent problems that could hurt the brand) and then, and only then, just make a launching with the whole thing. But, with internet cost for spreading rumours being non-existant, I can also understand why they try this route.
Even I get upset with myself ranting about a rumour....