At any rate, I don't think the SE PR department is really doing a great job at the moment. As opposed to what most people are saying you shouldn't feel apathetic at any point of a games development. Most people say this because they have seen game after game destroyed by over-hyping so they think going to the polar opposite should fix it, which isn't true. You should be excited but not too excited. SE has gone too long without giving any information so people are starting to wander off. Granted, they can probably get most everyone back but why provide them the opportunity to leave?
In addition, this is not early in development. The game will be released next year (theoretically as early as 5 months away), we are in the final stages of development. They should be releasing a little something every week. It doesn't have to be big...just something to remind us what we are waiting for and to keep us coming the next week.
Knowing that FF13 will be released first, and they want an extended beta for FFXIV, we all know that its more likely the game will be released late 2010. That being said, I think SE is smart and is doing a much better job then most people think in the PR department. The best thing you can do when a game is far from being released (late 2010 isn't that soon), is to give small chunks of information and let people speculate for themselves. This way speculation can never be looked at as a misrepresentation of the game because speculation is all made up upon the players and not the developers themselves. When you give out solid details this early, you increase the expectations because now things become a fact instead of just player speculation.
As the game gets closer to release and beta, more information will come out. The forums will spread with tons of speculation threads everytime a small chunk of information is released. This allows players to speculate for themselves, and makes sure the game doesn't become overly hyped too early. Anything overly hyped will have a hard time living up to expectations, even if its a solid game (esp a game overly hyped a year + before release). More information is coming just be patient, the beta will also be the most important source of information and thats coming as well. Seriously what good would it do SE, to give you exact details of stuff like battle system, jobs, crafting, and important things with the game far from release, and at least months away from beta stage. This would kill a lot of player speculation, and increase the expectations of an already highly expected game (with the FF name).
Note: I'm hoping for The Tokyo Game Show, to be the next source of real information about FFXIV.