I agree that if the dev team had a plan for the campaign leading to the release, they should probably follow it through, disregarding the common troll(s).
However, it’s better to cancel it, if something has changed dramatically (e.g. internal release schedule extended), which would force the campaign to drag out and lose focus from the core concept of “leading up to” the release.
I have been following the new twitter posts, but I don’t get along much with facebook, so I dropped visiting that page after the “like” gathering campaing was over.