You are right. But in order to get the first users, don't you think people need to know that there is something called Onista that exists?
If you wish to make a pre-launch buzz, try it in a controlled environment. A strategy I used was to aim for foreign startup blogs (mandarin, spanish, french, etc) instead of western ones. Their reviews gave me a leg up on the feedback I should anticipate from western bloggers.
Since the initial buzz I generated centered around foreign bloggers, I did not risk losing my reputation in front of the big name Web 2.0 startup bloggers. I took my startup to the west only after I was satisified with the feedback.