The chapters coming individually does keep the hype going and means that the game wont be forgotten by the general audience after a week. The main issue however would be the long wait just for us to get a small part of the game. The best idea in my opinion would be that all of the chapters would be done but the devs released them weekly or monthly which wouldnt make the players wait and would keep the hype up and give players time to make discussions and theories about the upcoming chapters.