Anything's possible. But, I have to say, some of the best twists and turns in comics came with nary a bit of hype. I still recall Colossus' return in Astonishing X-Men and the reveal of the Thunderbolts' true identities at the end of that debut issue as being among the best in the modern era.
It's also possible that Marvel is pulling back on the hype angle; there were a lot of hyped issues during the Slott era and maybe they are just trying another angle.