A million Facebook posts, gigantic blogs with fancy graphics, getting their friends and their friends of friends to blog about them which eventually causes them to appear in Gawker and TechCrunch. The whole loud package.
Is this a good marketing strategy?
You can be as loud as you want, with mentions on any number of websites, but the key is getting potential your customers to notice.
If your potential customers are reading Gawker and TechCrunch, those mentions demonstrate your product's value and you can provide an adequate means to convert those eyeballs into paying customers then I would by all means go with the loud route.
If your customers aren't reading those sites or you aren't comfortable with your ability to convert I would invest the time and energy into a more direct and targeted approach to your potential customers directly.