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But there's probably an interesting middle ground.

What would that be, though? Either you're talking about your company and making some information public, or you aren't. If you're going to go down that route, granted you may not want to reveal everything, but you should probably do enough to get some attention, if that's the point. Otherwise you're just revealing information for no benefit.

I find Rand Fishkin incredible in sharing all the details of SeoMoz. It takes guts to do that. Balsamiq, Bingo Card creator and a few others on HN are transparent when it is not a great deal of money.

(I haven't seen Balsamiq post detailed revenue and their breakup lately.)

I would say do what feels comfortable to you. Most likely, it is to keep revenues etc. secret. Revealing those details might get some eyeballs in the short term but not customers.

I think the distinction is between getting some eyeballs who are easy to convert into customers, like Balsamiq or SEOMoz, and something like BCC, where the publicity is less obviously useful, because no one at HN would buy it. LiberWriter is definitely in the latter category.

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