The other labs do the same process, but they don't announce the model until it is about to be released. For some reason Google is announcing at the start of th process.

Didn't Anthropic also announce Mythos at the start of the process, five months before public release?

People who are already using it (both internally and/or select partners) can speak more freely about it if it's announced.

This is especially true around earnings, not necessarily for some sinister reason, other than it's material information that can influence the market.

My guess is Google knows it is (way) behind the and needs to keep drumming up interest. Although at some point it becomes counterproductive (raising "yet another not available model; is it vaporware" vibes).

Deepmind has over a decade of DNA of not releasing - it's a significant cultural difference.