Nobody asked when in this thread.

This is not about the when.

This is about the what, the how, and the why. This is about Public Relations (not marketing).

If Shimmer was a brand new..., let's say it's a grass roots designed bicycle; Would you hype the heck out of how this bicycle was going to transform the bicycling community, then on the day of the big publicized launch you reveal a bicycle frame. An amazing bicycle frame yes, but still nobody can ride it.

Or do you do sneak peaks, reveal a mock-up drawing of the bicycle frame, and use that stuff to hype up the real big launch whenever the whole bicycle is ready. Maybe not all the customizations are ready. Maybe the magic new seat isn't ready and people have to use a regular bicycle seat. But at least on launch day people can use the bicycle to peddle somewhere.

Which way do you launch your new product?

Barring an ideal public launch, there's also the option of quietly "pre-launching" the bicycle frame. Let people know they can order a frame. But not in a big hyped up way. Then save the real marketing campaign and big momentum gathering stuff for the official Grand Launch when a whole bicycle (EVM, ISC) is ready for the public.

This is about PR and How to. I think when is something almost all of us who are still here have learned to deal with at this point. Faster isn't better if you fall flat doing it.