if a MASSIVE band like say Coldplay or Muse or Franz Ferdinand announced 'Our new album will be out next week' with no buildup no hype no nothing. Just out of the blue BANG, here it is, it's on the shelves on monday.
then just let people go buy it and listen to it off their own backs. if it's any good (by big band standards) it'll still sell shitloads in the end.
Just a thought.