Extremely anecdotal - but for whatever reason I read the first two paragraphs thinking JC was talking about marketing. I was both quite confused by the fact that you should have 2 events, one for the press, and one when you release. I thought that "the thing" was some allusion to a marketing concepts that I wasn't familiar with. I was also quite saddened that John Carmack would post about marketing. Turns out I just need to learn how to read.
