Which game that gets what at what time is up to the publisher. Judging by how many people here that gets excited or upset based on the little we've seen from the game makes me think that they're not totaly clueless about what they're doing. Do you think that equal amounts of people would be this curious about So Blonde if it have had the same small amount of marketing?
Besides we still don't know exactly when Gray Matter will be released. It might still be plenty of time for them to launch a big marketing campaign if they think it's worth it.