It's like a trailer or preview of a song or something, I want to listen to the song immediately and will have forgotten all about it by the time your overhyped single release has happened.
It's also an invitation for third parties to trip you up. "Gee, if we send a legal threat now we can probably block the release of this" vs "welp, it's already out, can't put the horse back in the barn all we could hope to do is immolate our goodwill by suing a researcher".
