My thought is running a large ad campaign immediately after launch is not a great idea. It's better to take it slow, and make sure the software is working without any major kinks. They can ramp up shortly once everything looks to be under complete control. Nothing could be worse than to have hundreds or thousands of customers rushing to sign up, and then find out you weren't prepared for that kind of volume. Ben is building a solid foundation and will release major advertising campaign when he feels everything is set-up to ensure best chance at success.