TO BOLDLY SPLIT INFINITIVES: I haven't yet seen Star Trek Into Darkness, but I wanted to talk a little bit about its marketing. To get there requires a spoiler, but it's one that's been pretty much made public already--nonetheless, the further discussion is after the break. (For the comments, let's keep to the spoiler talked about in the post below and not any further spoilers.)
As usual with a J.J. Abrams film, the trailers and marketing were devoted to showing a lot of cool images while hiding much of the plot. Most notably, everyone swore up and down that Benedict Cumberbatch's villain was "John Harrison" and dodged (if not denying outright) that Cumberbatch was playing Khan. Well, as it turns out, yes, Cumberbatch is playing this timeline's version of Khan. My question is "why all the secrecy?" It's not like anyone's excitement would be terribly affected by knowing this--those who care deeply about Khan have already either denounced Abrams' reboot, said they'll see it multiple times, or both. Furthermore, as I understand, there are further swerves beyond the reveal of Cumberbatch's character's identity, so why play hide the ball?