There is only one thing in life worse than being talked about, and that is not 
being talked about.
Oscar Wilde 

Apple spent a shed load of cash to get everyone to talk about their new release 
by dropping selective information in the news, under cover articles, 
speculation,sometime before a product launch.In marketing speak this builds 
product curiousity which can be converted into sales or adoption.You should 
view this as free publicity and post clips of new features on Youtube.
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