In today's social media frenzy, we only see the carefully-curated facade that others want us to see. The fanciest vacation spots, the worst tragedies, social media is a heavy dose of superlatives.
In there, you're bound to see those that are showing off their latest endeavours. Ones that will revolutionize some part of your life or "disrupt" the market.
To them, I say: prove it.
The more something is marketed, the less convinced I am that a product or service is going to be as good as their marketing team makes it out to be. All of that marketing money could be spent on making a better product. Sure, every product needs a nudge to grow and become a viable business, but once that point is hit, your product should be able to stand on its own.
Release first. Promote second.