Where did heroes come from?

Almost missed the start of the new season of heroes. I've seen a few trailers... with "coming soon" etc. But but what's wrong with just coming out with it and saying "Coming on October 1st"? Do we have to buy a naff TV mag to find out the actual date? Anyway. I missed the 1st episode on beeb2 but racked up the 2nd episode on bbc3 on sky+ and the repeat of episode one on Friday 3rd. Can't wait for friday... dont talk to me about episode one until then.