IMO, Marvel's poking the hornet's nest again (maybe they're having withdrawal or something). Riling fans up is still their to-go strategy (what with Beyond's "Is Peter going to DIE, true believers?!" deal), and also on Beyond we saw how far solicits or covers can go from the actual issue. One way or another, I'd expect it to be an arc-long thing affair if that much.
Of course, I can also be soundly mistaken!