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I've been critical on of WGL at times but I can't say advertising for the launch is an area that concerns me at all. The idea of a big launch is very rooted in a brick and mortar mindset. Apps don't build anticipation through a big launch, they grab hold of the market through positive feedback. I personally think it's prudent to not over-promote, as almost invariably bugs and issues are found in early iterations of apps. It's best to iron these out with a smaller user base and then start to push the marketing once positive feedback starts flowing through.

The easiest way to think about this is name one app or social media site/app that you use that you downloaded / purchased on launch day... I can't think of a single one myself. Most of the apps I use, I jumped on after at least 12 months due to growing user bases with great feedback.