They'll be dribbled out to "maintain excitement". That's how modern marketing works. Their job is to "build buzz".
Having said that it's not really any different than the "coming next month" boxes. You never really knew precisely when you'd get the next months mag in your box.
On the plus side: I think this means that they'll be able to edit better. They only have a few articles coming out each week so they can focus on each of them. After they release they'll be feedback on the boards, if anything is broken they may be able to fix it quickly.