@ratchet – because its just a viral site. Its meant to be one of those things where you only find out by completing everything in the game or by word of mouth, and then start conversations like this one debating on what the deal is with it. Its all the rage in marketing campaigns lately. While it is possible that its associated with the number of platinums earned, any project that is being funded by any company is always on some sort of time line – therefore there is most likely a set date for the reveal, and they are just giving enough time for people to earn the platinum and look at the mysterious site before doing so. What else would you expect? They could just hand you the address before the game starts – “hey, before you even play, go check out our mysterious site that probably has something to do with any events occuring after the end of the game you haven't beaten yet”. By revealing after earning a platinum, it ensures that you've seen everything (thereby giving you information with which to speculate about the site), and are probably one of the people who still wants more.
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