I guess I was picturing it as "coming soon" but with unrevealed contingencies. So it's a lie by omission. You actually haven't made the decision that anything

I guess I was picturing it as "coming soon" but with unrevealed contingencies. So it's a lie by omission. You actually haven't made the decision that anything is "coming soon", because the contingencies haven't been met yet. Being transparent would be something like Kickstarter/Indiegogo, where you have stated objectives and if those objectives aren't reached the thing doesn't happen, or happens to lesser degrees. I'm not sure how you would translate that into a market-research product page, as you'd need a way to positively spin the fact that the product doesn't actually exist yet. You're basically seeking funding more than marketing a product. Emails would probably be the best happy middle ground. People sign up for news/info regarding a product that's under development, no promises are made, hell if you decide to start development you could even publish a dev blog documenting the experience and providing updates, depending on how technical your audience is. I've just read so many startup-advice blogs that seem to recommend bait-and-switching the customer just to gauge interest. That seems counterproductive to me in the long run. Sure maybe the world is big enough for software that you can afford to screw over some people and there will be plenty more where they came from if demand is good. All I know is despite moving some distance away in recent years my family still goes to this one independent mechanic we discovered. He's gone out of his way to save us money when he could have screwed us (I requested repairs that were unnecessary), takes time to explain the repairs he's making and why, charges a decent rate (frankly I'd pay more if he asked) and hasn't broken anything. That's the kind of relationship I would want with my customers, and sure enough he gets every oil change from us despite being a 35 minute drive away.