Quite the contrary. I do a lot of work in social media promotion and management as well,. A lot of my clients prefer "leaking" official music, demos, promotional materials etc thru various outlets outside of their own pages/sites prior to releasing ANYTHING "official" to the public. It helps to gauge interest in marketing, editing, sales etc etc.
I highly doubt these were an under the table kind of leak... Pretty sure this was done for marketing purposes to create buzz and get people like us talking!