not really....it builds anticipation
They have a press conference today and announce this new campaign...probably announce a new parade at MK along with re-announcing the Nemo show at DAK and Nemo attraction at Epcot, and maybe the princess/pirate hard ticket event....that gets people here for the fall season so there is no lag after HCOE ends.
On 10/1 when this begins, they will have a another press conference at the park, the press will see the new parade, and the new attractions will be open in time for the holidays. At that time, they will announce the timekeeper replacement (which will open after Christmas so that those already coming for christmas miss it, but it will be open in time for Spring Break so that people will come back) and they will announce the new MGM e-ticket, which will open towards then end of this marketing campaign, to keep it rolling until it ends, much like how EE opened the second year of HCOE.
that is my opinion anyway...