After months of radio silence, Nintendo are now finally ready to talk about the NX with a surprise reveal of sorts happening today.
— Nintendo of America (@NintendoAmerica) October 20, 2016
The best example would be how the PS4 was teased before its E3 2013 reveal.
Regardless the hype is now real. Nintendo from are going full steam ahead with its campaign push in order to meet its expected March release date.