I just read this in 2ch, but the original plan of Aniplex for Madoka Magica was;
Quote:
Without revealing Urobuchi, take mami's head and everyone is shocked.
--> Put Urobuchi's name on 3rd episode credit, everyone is even more shocked.
-->The happening of this episode spreads through the blogs and twitter
--> TBS episode 3 TV rating rises infinitely, since it airs at the time when the shock of this development is on peak.
--> Nico-nico douga streams 1st and 2nd episode for free, so those who missed the episode can watch it.
--> Wins the winter season
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*Aniplex = god.