No, it means that building the site is not sufficient, no matter how wonderful it is, and no matter how much people who use it love it -- you also need to find a way to tell people about it.
One of the most brilliant examples I've seen is ravelry.com -- there's an existing online community of knitters, and the people behind ravelry.com invited a few people to test, and gave them invitations to share, much like gmail did. Shortly thereafter they built a registration queue so that they could scale up gradually. Word of mouth did the rest, and twenty thousand people signed up, either for accounts or on the waiting list.
One of the most brilliant examples I've seen is ravelry.com -- there's an existing online community of knitters, and the people behind ravelry.com invited a few people to test, and gave them invitations to share, much like gmail did. Shortly thereafter they built a registration queue so that they could scale up gradually. Word of mouth did the rest, and twenty thousand people signed up, either for accounts or on the waiting list.