Badly hyped marketing, but great nonetheless. Using a Thalmor lookalike and the Promokiin lookalike for the tteaser was bad publicity.
Just showing the mark would have been a batter tease.
I can kind of see why they did it, though. If they put out something that looks like it could even possibly be related to Skyrim, the gaming media is damn near obligated to report on it, and once they'd reported on the teaser image they couldn't exactly just drop it when it turned out to be for something else. There hadn't been that much media interest in the game as yet, and this was a good way to get the name out there, regardless of any toes they might have stepped on in doing so.
Anyway, very nice trailer, not much we hadn't already heard about/seen in other stuff, but it's still nice to see some of those things illustrated so beautifully.