If a company has to comunicate a big news they just do it.
The fact the they set a date and also the exact time for the official annuncement is just to create hype to pump the price so they can dump the tokens at higher price on the same people that founded the crowdfunding.
yes its all about deadlines, a hyped, a pump a missed dead line followed by a dump
rise and repeat you have made mcafee rich! he bought all these coins and sold them to you