Lexicon ·
soft launch
noun, also verb
- Stated meaning
- A gentle, private way to share that someone new has entered your life.
- Operating meaning
- A limited beta release of a relationship, with identifying features withheld so the post can be quietly deprecated if the product fails to find its market.
- Origin
- Borrowed from product marketing, where a soft launch releases something to a small audience before full commitment, and applied to posting a new partner's hand or elbow without a face.
- Antonyms
- hard launch
The soft launch has a small and well-established visual grammar. There is the second wine glass (opens in a new window) at the edge of the frame. There is the hand on a tablecloth. There is a silhouette at the correct hour (opens in a new window), with the light doing most of the work. There is a second pair of shoes at the bottom of the frame. In each case the audience is told that a person exists and given no means of identifying which one.
Product teams use a soft launch (opens in a new window) to test demand without the embarrassment of a public failure. The dating version keeps the logic intact. A face is a commitment. A hand is a feature flag, and it can be switched off. If the relationship ends, the post remains up as a photograph of a meal, and nobody has to explain anything to an aunt.
The comments serve as the focus group. A soft launch that draws a friend writing something along the lines of “um who is this” has tested well. A soft launch that draws nothing is usually followed by a period of silence and a sunset with no hand in it.
Nothing in these 110 days has been launched at all, softly or otherwise, and the absence is mutual. It was discussed once, on August 6, when I asked whether she was my girlfriend and was told no, which disposes of the question of what there was to post. In 11 dates and 1,800 minutes I have met 1 member of her family, on August 7, in a parking lot, by accident: I had driven her food to a mall and her daughter was told to wait in the car and refused. It was arranged by neither adult. That is the entire release history. No hand, no glass, no flag to switch off, and the only public appearance was unplanned and lasted under a minute.
The private version was released once and corrected 36 days later. On July 1 I took myself off the market and said so out loud. On August 6 I asked what the thing was called and was told it is not called that. There was never anything to launch, softly or otherwise, and the party who would have had the most to announce is the one who spent 36 days not knowing that.