Alan Wake's developers are concerned enough about spoilers getting out that they'll talk with Microsoft about keeping the game's ending out of copies sent to the press in advance of its release.
G4TV quotes the Remedy Entertainment managing director Matias Myllrinne as saying the studio is "insanely careful" about how much of the story it'll give away, and that, if it were his call, he'd hold back the ending.
"I think we're going to be insanely careful about how much of the story we reveal. We'll clearly discuss with some of our friends at Microsoft whether we even give the ending of the game for anybody's preview. I'd like to hold it back, [I] don't want anybody to spoil it for the audience. That's just my personal feeling."
Myllrinne goes on to talk about spoilers and how devastating they can be to a well written story, using the analogy of being told that Bruce Willis' character in The Sixth Sense is dead. What?! He is?! Spoiler alert, Matias, dammit, spoiler alert!!!