'The Literature Prize' -- for now

       For a while now there's been discussion of some Man Booker competition in Britain, and 'The Literature Prize' -- accepting submissions even from non-Commonwealth countries, as long as the books were written in English and published in the UK (in other words: opening up competition by pitting American-authored books against British-authored ones) -- has taken another step towards ... well, existing.
       They now have a website -- www.theliteratureprize.com -- and -- so they claim -- a sponsor.
       Bizarrely -- and I mean really bizarrely --:

The identity of the sponsor will be revealed in February 2013, at which time the prize will take the sponsor's name.

       So 'The Literature Prize' will, not in fact, be 'The Literature Prize', but rather something like the 'Brand X® Literature Prize'.
       But why can't they say who the sponsor is now (and unveil the prize with its actual name in place, rather than sowing this nominal confusion) ? Surely it can't be a good thing if a couple of months of PR-spin and -prep are necessary to make the sponsor appear presentable and/or respectable.
       Interesting too that they leave the Man Booker's top-dog position unchallenged -- at least in prize-money terms -- by offering only £40,000. If they really wanted to show up or challenge the Man Booker folks they would, of course, have needled the old guard by offering a top prize of £51,000 .....
       Still, the only questions I have are: what books will be considered (only two per imprint -- the way the Man Booker does it -- or a far more open door policy ?) and whether the list of books that are being considered for the prize will be made public (the Man Booker folk refuse to admit to what books are in the running, outrageously keeping the submission list secret). If there's some openness and transparency ... well, maybe it will be a prize worth taking seriously (to the extent any can be ...).