In the world of technology, practically no story of warning is better known than that of Adam Osborne's ill-fated promise of his next generation of computer models outperforming the current offerings. The story states that the result of his premature leaking was a dramatic decline in sales that led to the company's death. (Even if truth later proved the story somewhat incorrect) This, in combination with competitive pressures in practically all markets, has led to a culture of secrecy, undisclosed roadmaps and obfuscation in the industry, aimed to prevent a similar fate. But as I look at many of the products we use today, including Web services, which can be updated in line, and don't require a specific point purchase, this mentality is overblown - especially when it comes to the market leaders, for whom users' switching to an alternative is unlikely.