Well, now I see why it works in the gadgets industry, with so much competition and Chinese replica manufacturers.
I still don't think that in software industry it works the same way. Most people I know would not care about new version of Windows coming out of the blue, unless there has been enough hype for long enough time.
And it is certainly so in the video games industry, where previews, trailers and detailed media reports are released in abundance sometimes years before the game is finished. Especially so for the more popular game franchises.