Timing is everything. When you are planning a launch, you need to have a plan B up your sleeve in case some unforeseen event occurs such as the Princess of Wales' untimely death. At the very least, you should establish a point of no return. If tragedy occurs up to point X, you abort. After point X, you carry on regardless.
Some events such as peak summer vacation time and a presidential election can be forecast. You will be wise to avoid periods when your target's primary attention is likely to be diverted by Thanksgiving or Christmas unless there is some peculiar spin-off (you write games software). Even events such as the Olympics, the soccer World Cup, or the Super Bowl and peak holiday periods may be better avoided.
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