Could be, Or maybe they're just using a show other's are doing and tagging along.
AMD do something like that with Hawaii. They booked a room next door to where an Nvidia event was taking place and then invited the gathering press to come around for tea, biscuits & a sneak peak at the 290x giving the Titan a run for it's money.
If Sapphire do something similar to the Fury Tri-x and it has the same chip & performance as the water-cooled version I may go with that.
The one thing I don't want this time around is the cut down version.