True. As mentioned before, it might have to do with the lable or the band. Maybe it's too early to hand out the info.
Then, we'll know things along with the other 90% of the fanbase who aren't even aware there's a treasure hunt to begin with.
Well, imagine that the final treasure is the title of the new album, or the artwork, or as someone suggested a clip of the band rehearsing a new song in the studio. Once that is found out, how long do you think it takes for the news to spread around like wildfire? it's unrealistic that someone discovers, say, on the 26th of October pivotal news about the new album, and only on the 10th of November the band says "Oh, btw, as you all know already by word of mouth, the new album title is this".
I believe that the treasure seekers will be the first to learn details about the new record, but it won't take long after that for a formal announcement. Didn't Freddy anyway say something like "Well, it's up to the one that solves the puzzle to share what he/she finds"... they basically WANT the first one to solve it to post it everywhere, and after that will obviously come a former announcement.