In my opinion they need to change how they market these pieces, whereby they release a few photos of the piece, but hold off on releasing any of the Exclusive attachments etc. This might help to the increase the positive reception of the piece with a good to great Ex, and lead to more preorders when the time comes. But in my opinion the worst case can happen whereby rather than improving the situation, you can totally destroy any goodwill the piece has with a bad to lacklustre Ex.
Take this example. From day one everyone here got it in their heads that there would be a long haired change of head just because of the promo teaser. Which wasn't the most illogical assumption and should've been expected by their marketing department. Now we had people believing and convincing others who may have been satisfied, that a coh is the only way to go with this piece. Now with it not happening I believe Sideshow will receive a much, much lower preorder count than otherwise would have been the case if they had just released the Ex photos right from the beginning.