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How is that going to make the figure something people will want if it's not something they want?
Well, firstly they cut back on production costs (to increase profit margins) and then produce a substandard set which doesn't live up to the protos they originally presented. Cheaper clothing, badly manufactured head etc.
Then the first pics of the actual production set hits the net. All hell breaks lose.
To stop people cancelling orders and pre-orders, in their, on SS, at their other outlets they announce "unofficially" that those pics are not the production model. This calms things down, orders are kept and their Facebook page isn't turned into a battle field.
Then they don't release any further pics until the figure is shipping. Leave it too late for major returns. Most people (me included) will keep this regardless.
This is what happened with Indiana Jones, not saying it's the same thing here, but it's looking like it. Until I see an official announcement from HT saying that is not the production model, I believe it is. Trust me I really hope it's not.