Why is TK being coy?

Why won't AEW just say publicly that CM Punk is debuting Friday? Tony Khan has hinted it so strongly, that if he doesn't show up, it will hurt the brand. He wants everyone to expect CM Punk. What is the strategy behind not just promoting his debut? It's not as if his appearance is going to be a surprise?

Not everyone is on the internet.  Let it play out and see where it goes.