Actually I feel that the PLA Army has been the most transparent of all the branches. They don't seem to have any qualms about showing the latest of their stuff in the military street mags. I remember the first time people were taking unofficial pictures of ZTZ-99Gs or 96Gs. In about a month's time, official pics are plastered all over the mags.
Perhaps its the lack of mystery. For years, seeing a new J-10 picture felt like eating the forbidden fruit. Part of that attraction went away when the J-10 itself went official.