A user's manual comes to mind. A website with all of the hidden UX tips/tricks released by the vendor seems only natural. It reminds me of "that" burger joint with its famous unprinted menu. You have to "hear" about it from someone else rather than "we took the time to develop this feature, so here's the details on how to use it" vs "we did this super cool thing for our friends, but you have to be cool to know about it".