To that I could say: then don't reveal it in the most obvious way at E3? I know E3 is still special to some devs, but you can't deny it has lost pretty much a lot of what made it special in the past. With how the industry, the media, entertainment works in 2019, if you want to do a reveal "your way", why taking the easy and obvious E3 route? That's speaking in the context of the date, I know this can happen in other ways and dates.
Still, at the end of the day, this is just a problem created by the industry itself, this whole secrecy about stuff, and one that's not healthy. I also get the devs point of view, that they don't want to reveal stuff so early because it can create misconceptions and spread false expectatives. But if you really think that way, why not just take the Apex Legends route and announce the thing when is ready to release? This whole hype thing is just part of the big marketing machine.
Like OP said, if you know about a game existence, is fine, because they still have to surprise with it's contents, why it doesn't work that way in the gaming industry as well as it works for the movies? You can know about the next Star Wars and then don't watch the trailers to avoid spoilers, why that can't work for gaming? To answer my own question: Because easy marketing. Game companies could fix this, but they won't.
