You're right that it raises some issues, but I disagree that it would have been better to wait. This is one of those classic cases where it's easy to cite the downsides of a decision, without acknowledging the worse situation that would have happened with any other course of action.
If we hadn't announced Gleemax until the site was ready to launch:
- The first people to show up would see that it was empty and devoid of any form of critcal mass.
- Our first month would have been spent with people saying they refuse to use it because of the name.
- Tons of people would be totally confused and would have countless questions about what the heck this Gleemax thing was.
- We would have designed and launched the site in a vacuum without taking suggestions and feedback from customers.
- Customers would be very upset that WotC sprung a major change in direction on them without any notice.
- There would be a huge outcry about how "This is the End of (insert product) as we know it!"
So while I agree that there are plenty of downsides to the launch of the promotional site, I think they far outweigh the alternatives.