alt Hacker News> but the marketing/blog posts speak of the feature like it's already launched.
Yeah, seemingly tons of companies do this in a very weird way. Either make the switch 100% once you publish the press release, or wait until you reach 100% then publish. Starting the experiment with gradual rollout and then making the press release immediately seems like asking for potential problems and confusion among users.
But consider what the alternative looks like: People randomly see unexpected options in their apps, go to look for information about them, and don't find anything, or find some random Reddit discussion where no one is sure what's going on.