My guess is they originally had something ready to go that was tied in to the release of SOE. When that got scrapped for the backup plan of TJT anniversary, they were caught with their knickers down and had to go ahead with the renewal announcement--with nothing in the pipeline. Hence, the photoshopped postcard of past gifts wrapped in twine.
The gift now is likely tied-in to TJT and in production, whatever it is. Perhaps a printed photoshop postcard with twine to hang on your wall with last year's posters, or a Joshua Tree bookmark and paper clip.