that's what i thought- do it like a month before release to get some "indieworkshop-exclusive" sort of buzz going, and commercialize the hell out of the disc on UM and stuff so that the whole thing eventually grows into a frenzied fury like a dog with a mouthful of bees that shoot bees at you when they bark.
also, DUH! INTERVYOO! it could be one of the first Kayo Dot interviews!