The title.
With how SM going lately, I think they’re playing this game.
I will start,
Not make aespa come back but instead pre release their new title in their concert two months before the cb and obviously the fans can only view the performance or song through LQ screen recordings and fancams. And then a month before the cb tease pictures of the song everyone has heard every day for the entire month and eventually release the box set MV that you recorded five days earlier.