I'm not losing sleep over it or anything but posting "who wants a spooky wk?" right after Spooky Empire and announcing a house the next day after doing the exact same thing last year is about as close to a promise as marketing gets. At the very least they're conscious of what they're doing. Whether it's a weird troll (totally possible) or a lapsed day (more likely imo) or a change of plans (extremely unlikely given how far out they plan these things), we were definitely supposed to be on the lookout for something today.