This is the cover in case they do a cover reveal countdown. When they say they are not doing an ad or collab, it means they are doing something to make money for their own brand, Two Dads in London is a business, it's been registered as one for 2.5 years, set up before they had the amount of followers they do now, which shows what their intentions have been from the start. It was set up 22 months before Rich set up the mortgage company, which is harder to find as he is using a different surname with that so it looks like he has only 1 active company when really he has 2.
They are not bloggers, they're company directors building a business based on their children being adopted. The book has been online for pre-orders for months, they have delayed its release until they have managed to get as many places as poss to stock it.