When have they done this in the past exactly? Retailers, not journalists.
My guess: We don't know about it, because we didn't care. Most likely those kinds of information/events are often later than the reveal, because the reveal is further away from the launch-date/preorder-date and we already know everything important about the console in question at that point, so nobody cares about retailer invites.
A lot of information about the reveal is in the dark, simply because we don't have a date like E3 set in stone for a reveal. So we soak up all the available information. And things like this end up in the spotlight when nobody would care under different circumstances.