Not really sure what this changes for the games released.
I would say very little, in a way bad advertising is advertising which is good advertising.
It might reveal some part of the scenario or features, and put pressure on the teams, but other than that, who really cares? Fans will talk about it, and that's only what this is.
Maybe competitors might get an insight on what games are planning to be, but I doubt that there is much innovation, so meh?
And it's not like those engines have tremendous engineering secrets either ways. I mean GPU are documented, and special shader effects are not that so hard to come by, what is difficult is getting developers who are able to understand how GPU work and to take advantage of those ever changing GPUs and APIs.
I really don't think the game is going to be available in a pirated copy, seen that building such AAA games is pretty difficult for developers who are not part of their teams, not to mention all the copy protection mechanisms.