> But you don’t create a broken or confusing experience for the people who haven’t been added to the rollout group yet.

It's an unfortunate downside to conflicting requirements for release-engineering and marketing urgency. In a perfect world, rollout would go from 0-100% instantly, coinciding with the release of marketing material.

In the real world, the trade-offs are either the marketing lands first for some/most people, or delaying marketing is until after rollout reaches, 100%, at which point you're scooped by tech blogs, Twitter AI influencers, and regular media, and immediately lose framing the release from the jump.