Hiding the award details until 4th quarter makes this like a "grab bag" purchase at a bazaar.
By continuing to give DL your business until then, you are paying for a brown paper bag but won't know what is in it until you open it.
I agree, if they could be proud of the award chart and the award calendar, they'd give us some insight as to the contents of the bag now.
To re-write an old adage in the SM/FT context: Fool me 11 times, shame on you. Fool me the 12th time, shame on me.