[saintrik]

Why assume that they don't have a coordinated roll-out plan for tomorrow (Friday), when the new single is actually available in the UK and US? The links that were shared were from NZ/AU where it was already Friday.

Seems to me like they get one good shot at press in the online outlets (Pitchfork, Stereogum, NME, etc.) and want to advertise the new album and new single when they can actually be purchased/pre-ordered in the biggest markets.

I imagine they also released information to retail a few weeks ago with an embargo on sharing publicly, and we saw a few minor online retailers screw that up. There's probably also a press embargo at play.

Difficult to have a coordinated international campaign and also cater to the trainspotters who are hunting for any internet morsel.