Or perhaps the company could have a superb MVP up, addressing a huge market, while behind the scenes (double stealth) they're building a lame idea for real.

Ah yes, the old ROT26 encryption.

It's the latest "best practise" for storing passwords - extremely efficient and almost impossible to implement incorrectly.

This sentence was encrypted using ROT26.

Encryption so cunning that you can't actually tell that stuff has been encrypted!

Hah, that's actually a thing (steganography). That full stop is actually a microdot.