Oh yeah, it also occurs to me:
They want it kept “confidential” to increase the “wow factor”.
Think of the intellectually challenged JWs response to seeing a JW broadcast of a “vitally important special campaign” on a Monday evening, then going to the KH a day or 2 later and getting that very tract in their hands that evening at the CLAM.
”Oh how thrilling! How fast is Jehovah’s chariot! How efficient is the organization!”
Not realizing, of course, that the tracts have been sitting in boxes gathering mold in the KH storeroom for the previous 4 months.
Idiots.