Consumer, yeah. B2B, not so much. The soft launch stuff is irrelevant (sounds made-up too). Marketing is an ongoing process. Those dudes need be thinking of a second campaign, instead of giving up once they see the churn after the hype.
I just wanted to add that I think I see what the OP meant by "soft launch." I think the OP asked a good question, because most startup business guides say launch something minimal and iterate. Whereas, app-store gurus seem to place a heavy emphasis on the initial bump. (That is, they hint that you either succeed on the initial push or die.)
OP: Thanks for asking the question.