SoE is trying to get everyone into Landmark, which is their minecraft. In their ideal world, people play Landmark for the next year, really have fun with building worlds and shit, and a year or so from now when EQN enters beta people transition nicely from Landmark into EQN. Basically keep EQN always in the back of everyone's mind, and cleanly move into their "money making" product of EQN. If they just announced Landmark without EQN, no one would give a fuck, it would just be nonstop "LOL, SOE is building a shitty Minecraft!"
Sadly the reality is that EQN is 2+ years away from release, and Landmark will probably get a huge spurt of excitement and then fade away as stuff you want to do in Landmark you can't do and SOE can't pour tons of time and resources into it (delaying EQN even more). OR people start modding Landmark and it turns into its own little amazing sandbox, like the time Minecraft got roller coast abilities and people were blowing themselves about it.