Why not anounce the 3rd faction?

The next beta phase is about to start in a few days and we will playtest an early version of the 3rd unannounced faction. However it is under NDA and the 3rd faction will not be anounced to the public, it's specifically stated that the anouncement of what the 3rd faction will be later this year.

I think this strategic decision isn't the best. I think with all the thousands (hundreds of thousands?) beta testers it's almost guaranteed to leak. And leaks don't happen in the most flattering ways usually. I get it maybe you don't wanna show a lot of footage since it's probably not ready, but surely an announcement made properly from Frost Giant is going to be better than some random leak?