The CEO made a post on HT with the sole purpose of letting everyone know that he will announce something in a few hours or later today or whatever the phrasing was. And then didn't announce anything and didn't offer any explanation
No-one whose been 'online' for more than 5 minutes takes any notice about 'coming soon' webpages, forum posts etc
Plus the whole concept is counter-productive anyway - either make the announcement or dont - no-one gives-a-monkeys' about annoucements of upcoming annoucements :p