I was just thinking about this earlier. I think it's a cool way to build up the suspense. In the past, we've gotten videos and/or a bunch of updates on Facebook/Twitter, etc. This time, pictures of the equipment. Not much talk, no pictures of the guys, just pictures of the equipment.
And it still manages to build the excitement. Moog Taurus Pedals! Mangini's got a keyboard for something! Jordan grew a third arm!