Not necessarily trying to build hype. We already have that. It's more so you can continually have people checking out the products over the course of time. If you just release everything at once, people check it out, get hyped for about a week and then loose interest. This way you can draw out the interest and talk about the brand for a month. Its just strategy.
The cook book released for SIA is geared towards retail sales where as this one is for the end consumer that we deal directly with. They are slightly different.