This was actually a very dope idea from a person as high profile as Beyonce.
Hit em with a nuclear bomb album. Don't give the critics who are critics just for the sake of being critics a chance to hate...
Also the whole surprise factor is such a gift to her true fans that they will evangelize her work. Peer to peer influence is way more stronger than any sort of top down corporate advertising campaign.
imo I think the influence of Yeezy and Jay has kind of rubbed off on her... less about these large marketing schemes and more about a direct strike. No reason to tease out material when you already have a solid fan base.