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For the same reason that marketing people aren't going to buy one commercial slot when they can get two commercial slots that are just as good for the same cost.
I don't see why spreading an unconfirmed rumour would lessed the impact of the actual announcement. Confirmation of a rumour can be just as exciting as the initial hit of said rumour. Sometimes it might actually prime it.
And really, what danger would there be in attempting to build hype this way?