Maybe they actually care about keeping it quiet? ;-)
Not to mention they seem to "compartmentalise" info on the system even within the company - from reading a few "Iwata Asks" it seems that various departments only get brought up to speed later on in the development process, as and when they need to be involved.
I'd imagine this applies outside the company as well, with only key third parties given early info, and dev hardware issued in stages with certain features revealed later in development.
Lolwut?

When did that happen?