At 8:15 on a Friday, so unless they're trying to bury their publicity stunt—not likely—they were blindsided by the catalogs for like the third straight time and released them early because the cat was already out of the bag. It's 2014, guys: the internet is fast.
The cat:
Goofy numbers were already known, and then the monochrome blue. They're running out of options before they start tossing around all yellow, aren't they?