Expecting dramatic sales for the Aztecs with the recovered episode was a bit too optimistic. I'm a huge classic series fan but a lone episode isn't enough for me to double dip. Entire recovered stories (or mostly) is an entirely different thing.
I'm torn. Part of me thinks that the BBC should do whatever their marketing instincts say is best.
On the other hand, I've also got to think that any plan that keeps recovered episodes secret for so long, encourages lying among the finders, and allows fan rumors to run rampant, can't be a good thing either.
There is a middle ground. The BBC should be a little smarter in how they do things. Don't paint isolated finds and entire recovered stories with the same brush. Release some information to build up excitement and to keep fan expectations realistic. Don't let things lie dormant for sooo long. Etc.