Yeah but it's also not an interesting message. "It's a more powerful XBO". Ok, but assuming I didn't like or want XBO what's the incentive here? XBO is close enough to PS4 that power wasn't really the main issue. I think it was also appropriate to go through DF to get that message out since it is about specs but even seasoned gamers and programmers can't actually make much out of FLOPs numbers because it's such an abstract measurement. Specs only make sense compared to other similar specs (and even then people constantly get into trouble by intermixing their fruits) but it doesn't tell you much about the product as a whole.
Because the product hasn't even been revealed yet. All the DF stuff was for enthusiasts..