Apple likes giving small exclusives to different news publications at the moment. The Associated Press seems to be the only institution that got a demo of the iBeacon technology. TechCrunch and Mashable were the only sites to get access ahead of time to the iPad Apple Store app.
In the past, Apple gives out one embargo to many sites, like with iPad and iPhone product reviews. More minor features wouldn’t be given to anyone — they’d just announce via a press release. “Doing things differently now” rings true here.