I wonder if Marketing got taken over by a long time HHN fan and is determined to showcase all the lore and story that goes into these houses. Either that, or A&D was given back partial control and/or they are guiding marketing to do better work.
The fact that we are still over 2 months away and we just got a full day "event" on twitter giving us backstory for Dead Exposure gives me high hopes for the other Original houses! Heck, the fact that we have a slightly more interactive website just shows that something, somewhere changed.
I really hope this year is the start of a new trend with HHN. Announcements FAR in advanced, spaced out perfectly to keep fans craving more. Originals that are released on their own with backstory and details. Interactive websites.