There isn't an official answer to why they do it that way, but people assume it is so you can have exciting stuff happening throughout the entire patch.
Not only as a business but as an entertainment source, it wouldn't be a good idea to release everything in the first day and have the hype end there. The rest of the patch (2 weeks) would be mostly dull. They gotta keep people hyped for something the entire patch or they might just lose interest.
Hope that helps!
edit: about championship kalista specifically, it's likely that they are holding it so they can release closer to the World's Championship, presumably with the championship skins from the past years except riven.
As the Worlds starts october 1, anytime next week (most likely tuesday) would be good to go.