I'd have to put my money on the latter. Ryzen has slapped Intel up side the head and they're still working to recover. One way to recover is start the hype train, the other is to rush job changes to be competitive. Both can backfire, as the HEDT offerings from Intel have shown us, fail to impress with high heat and insignificant speed improvements over previous generations and as compared to Ryzen. Intel needs Coffee Lake to keep the enthusiast crowd that aren't fan-boys buying.The only real question that remains is whether or not Intel was the victim of a mistimed page launch or acted as the engineer of its own hype train.