Eh, I had lots of "average movie going Fans' come up to me, knowing I am a SciFi Geek asking me if it was Khan. So, I think the Rumor mill got it out there, and built up the "Is it or isn't it, watch the film to find out" hype. I don't really believe a straight out "It's Khan" Marketing campaign would've worked any better for the General audience, and I don't believe a sizable chunk of the hardcore fans stayed away from or went to see the film based upon wether they thought Khan was in it or not.
One Day I hope to be the Man my Cat thinks I am
Where are we going? And why are we in this Handbasket?