This New York Times article offers a fascinating perspective on how social media is changing product reveals. This is now the case in fashion. I wonder if this dynamic is also in play in automotive and consumer electronics – two industries that also reveal products well in advance of the on-sale date. Interestingly, the music industry is embracing a different reveal strategy – artists now "drop" a new release with no advance notice. In doing so they own the social news cycle, burning hot and bright at the very moment when the "product" is on sale. Something for marketers to consider.