Hmm... I should elaborate. It's hard for me to say that I am not drawing distinctions between the two companies, or that I am not biased towards Paizo and this new playtest. I am absolutely in the Paizo camp as WotC has fallen out of favor with me. Obviously, it's neither a big loss or gain for either company. I'm just one customer.
What I found interesting is how their recent tweets for their respective upcoming products reveal such a stark contrast. And it brings to light (for me, anyway) how the two companies appeal to their audiences (i.e. customers) differently.
One picture reveals small clues and red herrings on a page of doodles, and a mysterious book cover partially concealed. A game or "guess what it is" ensues, usually for months until they finally announce it. Big reveal.
The other picture is more straightforward, and presents a more refined, if not sophisticated, display. The books are here. We can't wait for you to see them. I'm having a drink. How are you going to celebrate?
Contrast. Not really announcements, but preludes to big releases for both companies. Who wins? Who cares! Everyone gets obsessed about who is in first place and measuring by the wrong standards. I don't like Wizard's approach with "guessing games" every time a new product is coming, but it works for others. Neither a win nor loss, just a personal preference. And if Paizo starts doing it, I'm not gonna like it any better. But then again, Paizo has a tendency to be pretty straightforward about everything they have done. Contrast.
It is good we see such differences, though. I don't want to see Wizard's adapt Paizo's approach anymore than I want to see PF2 emulate 5e. We need choices in this market. We need both, and we need more. If we can't distinguish between two or more companies or their products, why have more than one?
This is apples and oranges.
What you're discussing isn't an announcement from Paizo. We got the Pathfinder 2 announcement back in March, leading to teasing articles giving a taste of mechanics every few days as they slowly build to the PDF/book release.
WotC did the same thing with 5e. One morning, no warning, 5e announcement with news of a playtest.
Even the previews of the next book's content and blog articles on design wasn't that different from how WotC did their edition change. Or even how they do their new physical book releases. Previews and the like.
And the shot of the first printing on a designers desk on a social media feed is pretty common among the industry. We saw that for
Tome of Foes. And pretty much every single release since social media accounts were created. The "hey, look what I got today!"
Okay, so you don't like the doodles and teasing. The social media guessing games that proceeded the reveal of
Waterdeep. *shrug* Then don't pay attention. That's super easy to ignore by just not participating.
Personally, I prefer the slow burn and public reveals to Paizo's method of "announcing" new accessories, which is either announcing them at a panel at PaizoCon, where you need to find a transcript made by someone at the panel or banquet. Typically paired with blurry off-center photos.
Or the product just appears as a preorder on their website and sits there until it's noticed.
But the "guessing game" as you refer to it has never gone on for months. The #nostoneunturned thing went on a little less than a month. And this current teasing was to hype something less than a week away. T
hat also has more to do with WotC not announcing their products and storylines a year ahead. We already know the schedule for Pathfinder adventures from now to July 2019, and Player Companions & Campaign setting books until January.
I imagine the rate of release also makes an impact. You can't make a big deal about your new release when you have almost two dozen small products coming out over the next six months.
There's also the less official teasing, where the team makes a vague hint and the fans spend the next several months guessing. But that happens even without the hints, when fans find listings for books online. That's less WotC and more then fans looking for clues everywhere; I think WotC is teasing because they know the fans are looking for hints and will invent hints where there was none. They really just need to say "I don't want to give anything away..." and people will jump over their next sentence or the look on their face and pick it apart for clues.
That's less on the company and more on the fanbase.