it surely makes a difference... If it wouldnt, companys wont need to make a NDA. E.g. think about apple and informations about new devices. They would do the same if a teaser about a future phone is leaked. Regardless if it will be sold in a week or a month. Thats normal business, because they want to get all attantion when it is officially announced. rumors can be good for devices, but to much rumor can be fatal for a new device