It's difficult to know just what they are hiding, manufacturing woes of the node itself, of the chip itself, or the performance and architecture being bad by locking it only to OEM systems. It will be more clear later on if the OEM systems it comes out in are rather like the first 10nm chips Intel released, oh a laptop that doesn't come out for 5 months and is released in one market to students only in the literal low thousands of units. Then to an Intel NUC also produced in very low volume.
Either way locking it down so you can't compare it to AMD/Nvidia cards on a normal high end benchmarking system is a clear attempt to prevent performance comparisons.
If the architecture was truly amazing then they'd be screaming it from the rooftops and sending it to every reviewer out there, unlocked, fully usable in anything.
Last issue it could be is drivers, they don't really want gamers to have it while drivers are terrible in most games. Also should be pointed out this is a low end gpu and ships only with systems with an iGPU already, Which leans towards this being another release to hit claims they've made about launch dates but make it available in a system no one wants. Here pay $100 more for this system with a dGPU in it, with about the same performance as the cheaper system without it.
I guess the last possibility is that it's many or all of these things Intel is trying to hide with this move. Manufacturing issues, drivers, overall performance all being pretty bad.