Just a thought, maybe the winners were required to sign a non-disclosure agreement as a condition of claiming their "prize". This way nobody outside of the band, management, inner circle and winners would know exactly what was awarded. If it WAS something incredible or a disappointment it keeps everyone else (who's interested) guessing and the secrecy and speculation add to the hype machine. If everything, winners & prizes, were revealed last year then nobody would care in May 2014. Also by keeping the results a secret it makes future "golden tickets" more desirable - if they do it again for another limited release.
Of, course it can have the opposite effect where you just piss off a lot of people.
