The reason companies don't want to release info till it's certain is because of the reactions like "This is stupid, just spill the beans already".
Seriously though, companies like 21st, Hasbro, and others like to release info when they feel it is "a done deal", or staggered so that there's interest generated. The latter usually applies to product announcements... You don't blow your wad early then have long lulls, etc. Common sense. The former though is more to avoid rampant unwarranted "anger" or resentment towards the company because something was revealed before it was confirmed, and thus avoiding the potential of something falling through the cracks as it can (and often does) happen.
Example... Rumor list of figures pops up... things being seriously discussed at a Toy Company inside. It takes literally a year or so to develope these, sometimes longer, so "what if?" lists are floating about the company... List gets out, fans get crazy for what they read, 75% of list doesn't happen because it's just idea bouncing and nothing more... Fans throw fit... With this topic it's a business model/decision being bantied about, something a company doesn't even have to really make its consumers privy too actually... So I think the lack of substantial talk about it is warranted. That's business.
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Now Hasbro, make us some Head Sculpt & Endor Uniform variations! The new Rebel Fleet Trooper gets the JJ Seal of Approval Though!