I play FPSers a LOT.. CS:GO h1z1, knew about another new battle royale coming out soon which I wont name that looks like h1z1, but didn't hear about this one until I found some obscure post in a forum a week ago or so.
I agree on the marketing side of things, but I am also heavily backing a game that is in a similar situation. The creators have purposely kept things "off the grid" because they want people to see a more refined product. I feel in some ways this game has even less marketing than that, but I can understand a bit if this is their reasonings.
In reality though has anyone actually seen anything on this game? not the video on the main page, but playing? There could be a good reason they are holding off on this stuff until after the first pre-alpha. They have postponed dates at least once already, and they seem to be stepping very cautiously to ensure the product they deliver is excellent.
For my other game, their reasoning to not market now is what people will see will not be what they see as an end product. It's not refined enough to go out to the public, and because of that initial graphics/playability might scare some off.
In this day and age of AAA titles, people's expectations of Alpha and Beta are WAY higher than what it used to be. People are almost expecting finished products during the alpha stages, and with social networking the way it is now if its not, and too many eyes are on it, it can get VERY bad publicity VERY quickly.
I can't speak for the developers and their reasoning, so i'm just speculating, but it could make sense in this situation. I hope we get to see more actual game footage soon, and I really look forward to hearing what people have to say on this upcoming pre-alpha. If I had an opportunity to get in on it I most likely would, but sadly there wasn't enough marketing for me to see the kickstarter campaign