Like any other project of hers. It's her basic marketing, overhyping... that's why people don't like the final product later. Remember when BTW was supposed to be the "album of the decade"? It sounds like joke now.
She's hyping it up at Littlemonsters, that's it. And it's nowhere near the overhyping from BTW era when it was all about "Album of the decade/generation/whateva". She's just telling details and giving clues about Artpop.