That's probably nonsense. They're not trying to selectively appeal to fans and non-fans. They're trying to do some type of bullshit stealth marketing where the don't reveal a "secret" about the show. In this case, it seems to be the Discovery and its mission.
Show the damn ship! Show something about what this series is about! All I know from EVERY preview combined is that it involves meeting the Klingons and a bunch of ships get destroyed.
And to be frank (even thought that's not my name): this type of marketing is EXCLUSIVELY to fans. The casual viewer doesn't give a tribble about the relations between Starfleet and the Klingons. Why would they? If you don't have a horse in the race, why bet?
This is pandering to the fans, and they're basing the advertising campaign on the "don't reveal" tactic, as if that will drive more people to watch. I don't think it will, especially for a TV audience.