In reply to MiuMiu.

This situation is entirely different from just "posting" it on Facebook. They're world premiering it on Facebook in one giant worldwide push. The fact that they've organized a Mariah Q&A at 11:00 to coincide with the world premiere of the song shows that they're trying to build up a giant anticipation for all 15 million of her followers around the world to rush to Facebook on Monday morning to engage with her one-on-one as well as listen to the song.

Instead of just throwing it on radio (which is will be sent to the following day), this will give her fans the chance to really make use of the social media platform and then they'll be able to purchase the song on iTunes immediately after it's world premiered on Facebook.

I, personally, think it's pretty genius. They've got Mariah's fans super eager for Monday and I'm sure it's going to translate into a really fantastic roll-out for one of the most anticipated songs of the season. I'm looking forward to it.