It worked so well for him last time -- I hear X-Factor is selling three times what it was before he requested that people stop talking about his comics on the internet. Oh, wait...
I'm not claiming that killing SD 1.0 is what dropped X-Factor's sales or anything -- this is actually a pretty slow bleed when compared to the way a lot of other books shed numbers, so the book was keeping a lot of the readers already invested -- but the strategy of secrecy didn't work to exempt the book from the general trend of diminishing readership, let alone boost the sales, and certainly not to the point where X-Factor would have been out-selling UXM or New Avengers.