Leaks aren't "cook'd up" and released, they are builds Motorola is doing and testing internally. Someone figured out how to allow their device to access the Motorola servers that the "out in the field" Motorola Employees use to get these builds, and get the .zips themselves...(cheesecake.apk was created).
Each time a build system runs a compile, it increases the build number. So they run a build (.200) and they run another build (.201) and then run another build (.202) and at some point, someone cheescake found .201 and posted it on the internet.
When new "leaks" are found....it's just a new(er) build that Motorola's build system has compiled and someone checked the servers and grabbed it.