The timing was totally different this time around so that the Art team could have more time to create artwork for the release. Also, there's no real reason to keep it secret until the last minute. We tried this for this release to see if it made a difference anywhere. If it doesn't produce something that most people view as good we can always change back.
As for the style of vote, I think you are mistaken Mohd. The F9 and F8 votes were setup identically, by the same people even. The votes for names have traditionally been select only one. Perhaps you are confusing the name vote (select one), with the FESCo/Fedora Board votes (approval voting).