[cwilbur]

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.