I really like they're playing on the whole Secret Weapon thing. It's so goony, I love it. And for a lot of people, it will be a "world class experience".
So far this has not been party to the typical in-your-face, over-the-top, full of self-reverence marketing tripe we've seen in the past. It's like they're saying, "yes, we're building a new special roller coaster. We'll let you know more about it soon. Here are some of our past achievements." without the fire works, exaggerated hype and promise of it being the best thing since their last best thing.
Should it stay this way, when goons are tripping over themselves to be the FIRST to ride it on opening day, hopefully they'll enjoy the experience and fall in love with the ride itself and not the inflated misrepresentations which usually accompanies a Merlin coaster.