A couple thoughts I've had today.
1. If somebody at MS Gaming's marketing department was given the task to sell this game without spending money, this whole ordeal is exactly how I'd do it. The cat was already out of the bag with the FTC leaks, and later former Virtuous dev leaking on Ree, or Preddit (or wherever the fuck they did it). Now let's all be real here, this game isn't going to be a 10 million+ sales powerhouse, as nobody less than 35 will have any direct affinity for it. This is one situation where I do think at least some of these leaks have been targeted since at least December last year, and today's screenshots have had fans like me frothing at the mouth. I honest-to-God don't think showing it off last showcase, with even a paltry $20 million marketing budget would have gotten enough people other than people like me to buy it enough to justify said marketing budget.
They haven't spent a dime on promoting this, and it's all the whole damn gaming internet is talking about right now.
2. I'm not looking forward to the, "Heads I win, tails you lose," talking points concerning this game, and BGS. If it's a success the narrative will be, "Look at how these guys are showing up BGS with their own game, in a different engine no less, BGS should be worried (and probably shut down)," whereas if it's a failure it will be, "Look at how nobody cares about Elder Scrolls anymore, BGS should be worried (and probably shut down)." There will be an endless stream of YouTube videos claiming that Bethesda is Dead regardless of how this game outsourced to another dev team does, and I just find it tiring.