It's that argument between secretive marketing versus showy marketing, and I'm not sure being secretive is the best idea for a dark ride, which are already difficult to market to the UK market...
Mean look at Universal, they shout what their new rides are before they've even started building them sometimes... We already know more about Symbolica than this as another example...
The secrecy is a bit over the top from Merlin sometimes, but at least if it's a coaster you have something to watch get built... Dark rides are dull construction topics unless you get to see the insides, we haven't here...
The doll video might have got people talking, but what about? There was no real link to the ride because we knew nothing about it at the time... It was Merlin trying to do a viral video style but to me, missing that clear link to both the park and the ride itself...
As for the clues, let's be honest, it's only goons who are involved in finding them...