Fuji does, maybe not so elaborate. Nikon did one last year for the 850. What Sony has done without knowing is strengthened the ties and relationships amongst all the journalists and content providers. It's a great chance to hang with fellow internet website providers, YouTubers, and journalists. Lots of sharing and collaboration. On this trip, I collaborated with Ted Forbes and we did a video together. I think you'll see more of this as time goes on.
For Sony, they get a lot of the right people using their gear. We are all pretty straight up about being there on Sony's dime. We are not told what to say or to say anything at all. To Sony's credit, they keep introducing really nice gear. Each new release incorporates new innovations and makes photography more fun with great image quality. In the past, we could find things wrong, like overheating, small battery with a small number of shots, one card slot, bad positioning of batteries, dark viewfinder etc. When we come for the next release we are surprised as Sony listened and fixed. The current release of the a7III is a prime example, especially when compared to the a7II. Also, Sony gets to see how we use the gear under different conditions.
I hope when Canon and Nikon get to the point that they have a worthy mirrorless solution they do the same thing and invite us to ty their cameras
One more thing. One of the side benefits is Japanese management, as well as engineers, are there and we get a chance to speak with them. They ask a ton of questions and explain things like challenges and limitations and what they are trying to overcome. There are some bright and really dedicated folks at Sony all working on taking photography to whole new levels we can't even imagine.
I've said it beforw and I'll say it again. Fun times.