Another factor was how exclusive it was - first Harvard only, then just US colleges. People were anxious to get an invite, for Facebook to open up globally. Whe

Another factor was how exclusive it was - first Harvard only, then just US colleges. People were anxious to get an invite, for Facebook to open up globally. When it did happen, it was massive. Creating exclusivity can create publicity in its own right and increase expectation. It can also fail though - look at Google Wave.