Lord Northcliffe

Nothing is beautiful, only man: on this piece of naivete rests all aesthetics, it is the first truth of aesthetics. Let us immediately add its second: nothing is ugly but degenerate man - the domain of aesthetic judgment is therewith defined.

Every time you log in to Facebook, every time you click on your News Feed, every time you Like a photo, every time you send anything via Messenger, you add another data point to the galaxy they already have regarding you and your behavior.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.