Now this 37 signal's guy might say hey, the expectations are too high. Yes it is. But like any it is a problem to be solved. Just off the top of my head frequent release of the progress would migitate this risk. Maybe code or Screenshots to manage expectation.
Look at Obama, tons of expectation or any other popular president, did they deliever as expected? No. I think everybody here knows that the presidents aren't going to deliver as expected. So, it is with these guys. With all the hype, people can figure it out. Hey they might not do as well as expected, but we can atleast try to be apart of history.