I was thinking lately, Sammy could have planned this all. He retired early in his career, he is only 41. Millionaires like him, and his wife, tend to spend a lot. He probably planned, like Sam, to get dramatically lighter and create a storm of chatter and interest in what he used, then sell it.
I think he messed up bigtime since 1, he ended up so uneven even through makeup, and 2, he first said just laser rejuvenation. So he is doing this a$$ backwards and it will probably be another big marketing ploy of a disappointment when he finally reveals what he "really" used.