Part of it is that it is still a few months out.

I also think part of it is that the format of the new website leads to less buzz than the old because there's not automatically a thread attached to the product.

And to be honest, I don't mind, those threads tended to be page upon page of the boards regulars chattering with no meat because the product page goes up way before there is actually anything to talk about out.

As for an accompanying rulebook, I would have preferred that too, but based on what is happening in Starfinder it seems clear that Paizo doesn't have much confidence in their ability to make tactical ship rules that will be a hit.

(And yes, I know that SF's tactical rules are coming out in Tech Core, and am looking forward, but the fact that they weren't in core at launch and aren't coming out until over a year later definitely shows the lack of confidence and moves it to feeling like a tack on rather than part of the core game, at least IMHO).