Well, Bob Iger, during the earnings call last week said something along the lines of "I should just tweet 'It's open' " [when it's ready]. He was discussing the marketing budget for SW land and basically said they aren't doing a big campaign because word of mouth will do the work for them.
I honestly have said for awhile, this is how they should do it. Don't make a huge thing of it, because I really don't think they have a plan to handle the crush of people that would inevitably show up if they provide an official opening date.