Yeah especially exclusivity related releases generate hype by people posting around trying to get keys etc. I think it can depend on whoevers making it but if there's no improvement from beta then I think it's safe to say it's just a way of garnering interest. I've also noticed that there's been multi-platform games where games will release on one platform and then release a few months after on the other platform with a lot of updates - The initial platform release was basically a beta without them stating it was a beta and people have basically spent time and money in a game which wasn't complete to aid in the later release