The engagement has been off the scale this year, so it's hard to say they've done a bad job. They clearly know what they're doing. And they've effectively sold out of pre-orders, so in a way, their job is kinda done.
Having said that, there's obviously a LOT they still need to talk about -- things I'd expected us to know months and months and months ago.
I guess the one advantage to how they've been doing things is that they still have so many big things to talk about that when they do eventually speak again, assuming it's good news, there's going to be a real avalanche of hype through to launch.