That's a costly endeavor indeed, but it seems they've been intending to go all-out from the start anyway. Throwing Key/Maeda's name around, churning out PVs one after another, building up a shiny staff list (and deliberately designing a Haruhi-lookalike?)... I'd be damned if it won't get hyped like the Second Coming.
Now all it takes is for the series to actually live up to such expectations....