Rockstar is smart in that it they don't hype up their games at all. You won't even know GTA6 is going to be released until the product is 6 months from finishing.
I think this is the crux of the issue - Rockstar seems to be pretty heavy handed in keeping their marketing department in check, it's a thing more developers and publishers need to learn. Early and inaccurate marketing is a liability - quantity does not equal quality and marketing departments generally feel like they're judged based on quantity (and often escape issues with over-hyping in favor of shifting blame onto developers).