JudasIscariot: As for hype, you guys generate enough of it on your own. Evidence? Why, that list that SCPM posted somewhere in the forum :P
And, you know, the rumor about Bethesda RPGs getting released tomorrow. We can't seem to help ourselves! Some random person on the internet says games will release on a certain date, and for whatever reason some of us can't help but cling to that hope. Speaking of the API thing (SCPM's list), that isn't causing any problems for GOG, is it? As fun as it is to take a peek at what the future may hold, I'm sure most of us would agree that it'd be better to leave the API stuff alone if it's causing issues between GOG and some publishers or developers.
As for hype, I agree that avoiding unnecessary hype is the smart thing to do. Hype (as I was saying before with the flood and Bundleopolis's dark secret) can get out of control pretty easily and lead to disappointment. Plus, as you said, the nature of the business involves change that is out of GOG's control. I remember when Neptunia got an Enigmatic Hint, obviously meaning it was a sure thing at the time, and then it was delayed for a long time. If that happened with a major release, people would lose their minds.