It's all about the ebb and flow, the crescendos and decrescendos, tension and release, crests and troughs, the interesting posts and the ...not-so-interesting posts.
In order to build hype again, you must first kill all hopes and expectations. Let them lower their guard. And then 1.2.3.—it's as easy as D.L.C.
And heads will again explode with fanboy tears of joy, and the Wii U version of the game will sell so so well...
(But years later, people will still wonder why the hell Dark Pit isn't just a palette swap.)