There’s something to consider here, despite all the evidence to the contrary.
I’m not in the Kylo == Luke camp, myself. Just to be clear.
But Bad Robot has prior experience keeping things a secret. They are, I would imagine, completely aware of rabid fan speculation and investigation. Especially where big budget genre films are concerned.
I would not at all be surprised to find out that some of the photos, leaked and official, are red herrings. The shot of Luke in light robes. Even the footage of Kylo in the bloody trailer.
Look, I know that sounds crazy. And it starts to descend down the slippery slope of conspiracy theory. But they have the money, the resources, and frankly, a history of going to extremes to preserve JJ’s precious “Mystery Box”, where nobody sees the big twist.
For instance, in Star Trek: Into Darkness, they beat the “Khan’s not in this movie!” horse into a bloody pulp right up until opening weekend. All the actors had cover stories to dispense during interviews, etc. The entire internet basically KNEW this was Khan, but they were determined to maintain the “secret”.
And then the big Khan reveal scene kicked in, surprising almost nobody.
They may have learned from this, and decided to take a more overt route towards keeping things secret. Putting out irrefutable, but easy to create content in order to muddy the waters.
It’s probably NOT any of this, but… it’s not outside the realm of possibility.
We just won’t know 100% until opening weekend. Which what they want, ultimately. ;)