They release promotional material and gameplay footage showing the original, better graphics. They then reduce said graphics way into the pre-order phase.
For Watch Dogs they didn't even say it had been done until players called them on it. Only then did they say it was due to "stability issues." Which was proven to be a load of crap after a player found and activated the improved settings still in the code.
So, the problem is they're showing and selling it as superior but pulling it out so that in the end consoles don't look weaker.
So in addition to pulling what some consider to be a major scam, they're shooting PC gaming in the knee by not allowing it to show it's strengths.