Playing the Cloverfield

Everyone's talking about the trailer for JJ Abrams' top secret movie, tentatively titled Felicity: The Movie Cloverfield, which is being shown before the Transformers movie. Watch the pirated trailer here, or here. It's not coming out until January 18, 2008.

What's with not giving the name of the movie at the end of the trailer? Something tells me they are going for a major grassroots marketing campaign (ahem) Blair Witch. What do you think about the trailer?