The one big mistake that other companies make is they start showing review copies of the product long before its available. And they try to get as many reviews as possible. They think theyre going to drum up loads of buzz. Huge mistake. Our biggest trick — and its not really a big stroke of genius or anything — is simply to make a huge and dramatic presentation and then not let anyone actually see the phone. That way everyone can project their hopes and desires onto the object and build it up in their imagination as some great special unique magical device. We call it the Obama Maneuver. This creates a deadly combination: loads of demand and very little actual information.
From: The Secret Diary of Steve Jobs: You cant reverse engineer my presentation skills, sorry