User blog comment:Kacj321/Elder Scrolls Online: First Screenshot/@comment-86.149.169.3-20120507205348/@comment-4976111-20120508192058

They already announced that they were making this game for a while, and since we knew about it, they gave us a few spoilers.

As for Dawnguard: Bethesda has said that they don't want to give too much away. I believe someone said earlier that they'd elaborate more at E3 this Summer (which is June 5-7). That's not far off, especially since they've already said that the DLC is coming out the same Summer.

Plus keep in mind that it's a DLC. People highly anticipate DLC's. Bethesda knows this so they're only teasing us with as little information as possible.