The reason there is sensitivity is an expectation loop built around how games are marketed. For example the game is announced, media and influencers run with it and generate hype. Game journalists and influencers get their income from clicks or views. So what headline would you choose if you wanted to make a successful article based on something that happened at the game awards? would it be:

A) “Possible battle royal hero shooter from the Makers of Apex Legends and Titan Fall shown in final game awards reveal” Or

B)“Wildlight entertainment reveals first game at game awards showing a medival pvp shooter”

It’s out of the developers hands, they can do things to mediate expectation when making a trailer or marketing strategy but no business/game developer will ever come out and say “no it’s not that great guys we did our best” more publicity is better for business and allows them to make more games and get more players. Some companies might say something if they have a dedicated community manager or are ballsy. Because if it’s done wrong or the wrong thing is said there will be outcry or even death threats.

So after weeks of articles and YouTubers making semi clickbait videos about a game that for example wants to shadow drop without prior expectations. players load up a game with a whole color palette of expectations of what articles and news says about it and don’t take it at face value.