It isn't the only way, but when your competing for dollars against video games, movies, and the like you need to capture interest at every corner to be successful.
I like GW's direction as well. There is just a je ne sais quoi with the nature and spontaneity of the unknown in the rumor mill. Instead of checking GW's web page every month or so for updates I'm hitting the forums on a regular basis to see what else might have popped up.