I don't understand what the big secret is. Why not just explain what it is and what is planned? The secrecy tells me that the community has a good idea what it is and they are trying to delay the inevitable negative comments.
If they truly want the community to support it, provide the details. By not doing so, they are only allowing the negativity to swirl.
Not knowing much about it, I just see people creating relationships with alts so they get the bonuses and whatever else comes along with it.