If the goal is to prevent misconceptions about the project’s goals from becoming mainstream, then partially withholding access and information about the project seems like a poor way to achieve that goal.
People will just make assumptions about what the project is based on the photos/videos they see, but won’t absorb the deeper meaning because they won’t get to actually use it.
If you read their material you'll see that they are expecting the project to "meet the world" in 2022 and are looking to achieve widespread adoption by 2040. As others have mentioned this might seem like forever in tech-startup terms, but they aren't aiming to just make a "AR-projector setup", they have much more ambitious goals, so it seems reasonable to also work on longer timelines, including keeping the "baby" in the crib until it's ready to walk instead of crawl.
People will just make assumptions about what the project is based on the photos/videos they see, but won’t absorb the deeper meaning because they won’t get to actually use it.