That's true, though if they've gotten this far, they've probably gotten in contact with Square Enix to cover some bases. I hope they get the chance to do it nonetheless.
I think E3 is good for smaller/indie game developers trying to show the hard work they've done on their game to get it known. When it comes to bigger developers and producers, it becomes a competition with the past that rarely comes to fruition as they envision it.
Money vs. quality
*Guitar solo*