To some people it's akin to a marketing masterclass, to others excruciating. I speak of drip feeding new model information, which the likes of Kawasaki (ZX-10R), Aprilia (Tuono V-four) and BMW (K 1600 LT) have been up to over the last few months.
It's become de riguer, and British maker Triumph is yet another marque which has picked up the bug with its new middleweight adventure bikes, set for public unveiling at the famed EICMA motorcycle show in Milan from November 4-7.
I'm no marketing guru, but what if the bikes fail to live up to the hype, and how long can people be subjected to snippets of information before it all becomes a bit tiresome?
Anyway we push on, and Triumph has now released some very general information about the engine that will power the new bikes, which will attempt to gate crash the BMW F 800 GS party. 'Spy' shots have also been out and about.
As expected, the new engine will be a triple, but with a long-stroke design. Here's what the company has to say: "We think a Triple is the best configuration for an adventure bike. It's compact and has a natural character that ideally suits a wide range of duties.
"Our long-stroke engine will deliver smooth, controllable torque for both tricky off-road riding and the urban jungle... but with the higher rpm characteristics that just devour on-road miles.
"A Triple is also more refined than a twin, which means that the bike is less tiring and less intrusive on the open road. So you can just relax and enjoy the trip."
"The new Triumph three-cylinder engine is perfectly balanced and has plenty of punch with an exciting top end.
"But because you could also be dealing with gravel or a dirt track, you need an engine with plenty of torque that does the business off-road. The new Triumph three-cylinder engine has compact dimensions and a controllable power delivery that's the hallmark of a long-stroke Triple. A new Triumph Triple: for two new Triumph adventure bikes. It's just what you need."
We expect some more detailed engine information to reach us in early August, followed by chassis details on September 1 and then info on accessories by October 6.