Mouth Wide Shut New essay by Joel Spolsky:
When Apple releases a new product, they tend to surprise the heck out of people, even the devoted Apple-watchers who have spent the last few months riffling through garbage dumpsters at One Infinite Loop. Microsoft, on the other hand, can't stop talking about products that are mere glimmers in someone's eye. Testers outside the company were using .NET for years before it finally shipped. So, which is right? Should you talk endlessly about your products under development, in hopes of building buzz, or should you hold off until you've got something ready to go?