Hypothetically, they may have tried to drop a hint before, but don’t think anyone really got it. They may have shared all the details they could so far, but their readers probably thought it was just their usual gibberish.
However, they really can’t see anything wrong with pointing people toward things which are posted elsewhere on the internet in totally legitimate places.
Or even reposting those things on their blog since they’re out there for all to see:
We’re really excited for the coming season!