SI has no reason to change anything they're making their money and everybody is condoning their bad behavior.
I agree. If they had been straight up with info and everyone knew what to expect and when, they never would have sold so much product!
In some ways, this is a reminder of the old days; whenever we saw them, we bought them, because as kids, we never really could be sure if it was a new series (ala wave) until you bought a few packs (cups) and found out.
Their lack of transparency is a stroke of marketing genius even if it likely wasn't intentional.