By then, all those who wanted to get out with as big of a ROI as possible will be gone and those who are genuinely interested in the project will continue to contribute. Sound like a good deal to me.
Golem doesn't have a working product, but they led with PR.
I think not doing anything until we have a working product will be disasterous.
EK has said that when he's ready to release, he'll release a product that we can release to mainnet and leave. Coralreefer has said that as soon as he finishes the SN bits for the miner he'll be leaving.
To do absolutely no PR of any form (no website, no twitter, no official email, no Press Releases) before mainnet release will leave us with a product, but no devs and no way of attracting more devs.
At the very least we need to set up a foundation, website, official email account and a twitter feed.
We need to be attracting new devs now, not later.
edit: I notice MatchPool has a pretty good PR machine behind it.
I agree that some pr work/outreach/Marketing work should start prior to the release of mainnet (preparing well constructed materials takes time anyway, and so, some will be ready only after launch anyway). A website, social outlets such as twitter and email accounts, signature campaigns, and even a simple clear explanatory vid that shows what elastic is and what it can give to the world, are and will be needed. Of course some of the efforts can and should continue and intensify after mainnet release with a stable working system.
As i have written in the past, I suggest that a few trusted members are in charge of a multisig foundation account so we can start with a voluntary collection of base donations with btc. After release more voluntary donations to the foundation can be given with xel (perhaps we can enable current xel holders the option to specify if they wish to donate at launch, and how much they want to donate, so the foundation xel account is accredited when we launch).
Having great tech and a solid idea is important, but it is not everything, and we can start obtaining/creating some of the remaining missing components to make this project as great as it can be.
Exciting times are upon us!