It all sounds like a very good marketing campaign for me. And also like the plot of a Cyberpunk 2020 game: a netrunner steals files from a corporation and then asks for a ransom for them. In the game, though, they would sell it to a Fixer, but in this case, is released on the net.

And as a marketing move is BRILLIANT: they have the people talking about the game like crazies without showing a single image of it. Also, the timing is convenient: so close to E3, and with a statement said shortly ago that the marketing campaign was already planned. If this is a marketing campaign, is the work of a GENIOUS.

Credit: I got the theory from here: https://youtu.be/sQjcqXpkeks