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In defence of newspapers and serendipity
It's too bad that companies don't follow the almost common sensical business advise: under promise and over deliver. And especially on the internet, when competition is just a click away, there is no need to make grandiose statements. Most net users, especially the younger generation, are smart enough to figure out what is good and what is not.
My belief is that on the internet, if you really have a solid product, you will succeed irrespective of the formal effort you put in publicising your product. It might take a little time, but hey, patience is a virture :)
While all this hype may get them some initial audience, the proof will be in the real product. And starting with such hype may turn off some of potential early adopters of the product.
But all this is immaterial if they do have a solid product.
Without even stopping for a second to think about it.