Just my opinion here, but in a race to be the first and best, you don't give ANY details to the competition. Especially when much of the competition have jillion's of dollars at their disposal. Stealth mode is probably the wise way to go. Announce like crazy when everything is 100 percent ready to roll out. This way the competition is flat footed and can't respond quick enough to slow our progress!!! That's when we will all be shouting, " NORM" !, and everyone will know our name!!! JMHO!!!