Sometimes. Well, most of the time. There is the occasional exception. AMD worked very hard - successfully - to keep EyeFinity from leaking prior to launch... but things have to be manufactured and official paperwork needs to be filed and an enterprising reporter can go digging through reams of that if they really want. Or you just need someone with access at one of the launch partners to have an axe to grind.
That said, and as an example, I never really understood the marketing barrage for Intel's GPUs - I mean, because someone in Intel obviously didn't actually think, you can buy them right now in China, and aren't subject to an NDA or embargo or anything, so the reports coming out about the A380 have been anything but inspiring.
Ryzen 7000 should be retail silicon now (or it's never coming out this year) so numbers we see probably aren't far from the truth.