Yes there is a risk but it is very small, particularly for the sort of products that web developers build. This is why you should not do all singing all dancing

Yes there is a risk but it is very small, particularly for the sort of products that web developers build. This is why you should not do all singing all dancing PR launches too early, releases are different. If you do a big PR launch too early at the very least you'll close down a channel (e.g. TechCrunch readers) at worst everyone in the web startup industry will have heard about you. The most successful products have people that both love them and hate them, you can't make everyone happy and you will loose some customers to unfortunate experiences. Fortunately the if you've chosen a good market there are probably more customers than you can ever hope to find out about you.