It seems they're trying not to over-hype it, which is very wise. Just think of what happened with The Phantom Menace. They went WELL overboard. They should have just relied on the fact that it was Star Wars and everyone was gonna watch it no matter what.
I think one of the biggest mistake Lucas made was trying to bring Star Wars to a new generation with The Phantom Menace. The original Star Wars didn't need a little kid and fart jokes to make it popular with kiRAB and people of all ages. The little kid Anakin was a HUGE mistake. The Phantom Menace felt like he was aiming at kiRAB with ADD.