A fair bit of gamesmanship, but usually more around trying to hide what they're really up to. They'll be using under-developed early iteration parts, things like suspension won't be the definitive final spec, they'll probably hide as much as possible how they've designed the entry and exit to their venturi tunnels etc etc.
Our first really good look at what each team is up to will come with photos from the Barcelona test, but even there I doubt we'll be seeing much that's definitive. They'll hold that back for the Bahrain test.
Even last season, when so much of the cars were carried over from the previous year, we saw things like how the teams chose to handle the new floor shape rules (with that angled cut away), the definitive solutions from the rich teams weren't shown until late enough that other teams couldn't copy/adapt the ideas until a few races into the season.
This year they may find it harder, in that the rules package is *so* different to previous years that they can't just whack on last year's front wing, for example (teams have been known to do that before).
The talk is that there's two design approaches that stand out and teams will be following one or the other. One approach is simpler, more likely to produce good early results, but less likely to have high potential for development through the season. The other is more complicated, therefore more likely to be a problem in the early season, but the long term potential is higher.
