Why did Amazon announce drone shipping program now?

Does anyone doubt the brilliance of Amazon and their team right now? Sunday night they come out with this big story on using drones to deliver packages. They got a 15 min. segment on 60 mins., mentions in outlets from CNN to the Wall Street Journal, all for something that is years away AT BEST. Many experts think it will never happen, and if it does it would be very small scale. Why the announcement then - on the eve of “Cyber Monday” - imagine how many media mentions they got, all for free. Saved millions in advertising, and got everyone talking about them. Wonder how much their sales spiked. Creative marketing at its best.