As a company, it's simply not what you do. All matters of false entitlement aside, if I were Square Enix, I would want to get as many hard-core fans in the Alpha as possible so they can start their word-of-mouth campaign. That's free advertising. Nothing else makes sense.

And while we're on the topic of marketing, hearing about invites going out to people that tried the game for a month when it came out just simply makes no sense. Of course, this is not proven, but what can you say—it's not like SE discusses this with us, we have to make up our own stories.