I don't think it was intentional: this is one of those places where ripping the band-aid off is far better than slowly dragging it out. The drip-fed reveal increases the raw number of headlines about the breach and drills the idea "GoTo is bad at security" into people via spaced repetition. If they said "our entire company was pwned" on day one, they would have had their day in the media and by now only HN would still be grumbling about it.

I think what's actually happening is that they're just really bad at security. Either every few weeks they discover something new or they still haven't successfully locked the attacker out.