Of course it's intentional. They could, for example, take a page out of Troegs Splinter Gold playbook and just brew the beer and then sell the beer on-site sans release party/announcement/facebook and twitter posts months before the release. It would all sell out and it would eliminate much to all of the havoc.
They'll never admit it, but breweries love the **** shows their brewery-only releases cause, the threads bitching about the release chaos and the line-cutters and the overnight campers, etc. They get to stand back, give you one of these ¯\_(ツ)_/¯, claim ignorance, and rake in the cash. It's genius, really, and I don't blame them.