I think that Merlin didn't want the park or ride to be mentioned because this way it generates interest from everyone, not just theme park and rollercoaster fans. Everyone will be talking about it and speculating what it could be about.
I think we will see another article in the coming week or so with Alton Towers coming clean and saying it was them promoting their new rollercoaster, and i think the name of the coaster and maybe even the new opening date being revealed in the article.
My money is on the rollercoaster being named "The Smiler", i know it seems like a daft name but i think the themeing and story of the coaster will make it make sense. Also the interlocking cobra roll and batwing do kind of look like the smiley face logo. I think the ride will open on good friday, that's what is being rumoured at the moment.