I get your point, but I think that if you're consumer focused, and your app doesn't actually do it's core function when you start drumming up hype, you're screwed. Consumers have a low attention span and want instant gratification. You may only have that once chance to get them hooked, and a beta sign up list has pretty low engagement rates. If they hear about the hype, find a beta sign up page, and bounce, you've lost them.