As you know, marketing costs money if you run it too early and then it turns out that they are not ready with the release at the appointed time, then advertising needs to pay for supernorms, and suddenly there will be no money for that, the advertising budget will become empty and the game will end without fanfare, because they blew empty before that.
I have to agree with you. Marketing costs are very expensive and it must be planed very well, but i think the team knows what is to do for the most successful start.