Whenever Battlefront has a big release, they don't just put up an announcement and let it go. They make a whole weekend of it. They'll have videos and seminars and Q&As and all sorts of things. And that's just what they've got this weekend as the Bagration Soviet book comes out for Flames of War.
From the announcement:
Join Battlefront on September 18th through 19th as we launch Bagration: Soviet. Join us as we update the Live Launch Website with new articles and videos throughout the weekend.