If you're a high profile established player in a competitive space I can see it making sense, especially if you need the element of surprise for a launch. An ex

If you're a high profile established player in a competitive space I can see it making sense, especially if you need the element of surprise for a launch. An example of this would be Nintendo making a phone. However if you're a startup and nobody knows who you are it seems a bit foolish. By the way I would assume that anyone who isn't well know who is in stealth mode doesn't quite know what they're doing yet.