Well, he changed his entire marketing plan this time, hell, the game, around spoilers this time, with SSE cut scenes completely overthrown for movies to introduce characters being a major ploy.
He has had the market strategy planned out from the beginning here, when it comes to reveals (slated many tmes to have had them completely decided on from day when).
Call me crazy, but, if he knew the likelihood of a leak, and the above facts being true, he would have had to have accounted for how to plan it in.