The rush and trickery associated with the release of PAX tickets should feel like pretty old hat to anyone who has gone through this process before.
You can't pre-announce the ticket sale date because scalping for the event has grown so pervasive. The 4-pass limit doesn't stop anyone who is rerolling IP addresses or using different payment options. The event holders have to release them this way to catch those individuals off-guard. But they communicate this fact repeatedly with the intent of preparing all prospective buyers for the sudden registration opening. The onus is on the buyer to be ready.