Why can't the Star Wars team actually offer what we want?
Some of it has to come down to the team (and maybe also because they own the property as well). The GI Joe team has been dropping hints by having Storm Shadow infiltrate Hasbro HQ and discovering some plans that would counter their 6" HISS tank. They made it a fun reveal. For the Star Wars team, everything has to be shrouded in secrecy (despite Jayson already knowing about this for months in advance). Can't get people hyped up about a Haslab. The Star Wars team could drop hints as well by using a comic form or intercepted holographic message from R2 or Chopper. Just do something, anything to your customers excited about your product.