2/ Inflating expectations only to disappoint is actually broadcast media rhetoric. Online the tactic hits reductio ad absurdum rapidly.
12/ You're appealing to deal-hunting instincts really. Conveying a sense that your stuff is a "steal" in terms of the discovery work needed.
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13/ In information abundance world apparent-secrecy-through-apparent-obscurity is a gold standard. Produces steady, near-zero-cost WOM.
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14/ Surprisingly, rich-vein marketing is easy to do accidentally by focusing on quality and neglecting/going-slow on marketing. But...
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