What logic exactly? With all due respect it doesn't seem much logic, as much lack of knowledge on how marketing and the industry work.
E3 is a press/industry event. It's not a consumer event. The marketing effect of having a game at E3 towards customers is very, very limited, especially if a game has been already announced and shown a lot.Even if all beta testing is completed by the middle of May they will hold off the launch until after E3. They may even artificially extend the latter phases for this reason. Alpha was originally meant to end mid-December but they let it run a bit longer to let more people in.
This game will launch mid to late June if there are no delays. Don't expect it any earlier but do expect it later as delays always happen on big projects.
What works as E3 is New announcements. IE: Showing games that have never been shown before. This doesn't apply at all to FFXIV: ARR.
By your logic they should wait for october and launch after Tokyo Game Show and Gamescom, that are partly consumer events and more in line with their target. And even then, the marketing effect would be very, very limited.
"logic" (the real one, based on actual marketing, not on "OMG E3!") would actually dictate to release as soon as the game is ready. Due to the alpha and the roadmap the hype is already building. Hype works like a bell curve, and launching later rather than earlier means doing so when the curve is already going down.
I really cannot stifle a chuckle at those that are already here preaching that Square Enix will undoubtedly (and intentionally according to some, LOL) miss their worst case scenario completely after they just published it today.



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