You can be pretty sure that this wasn't the idea of the engineers who built the website. The worst possible launch from an engineering standpoint is a high-profile one where your traffic spikes immediately on going live. The likely outcome is that your site goes down and all your PR effort results in nothing other than ridicule.
When I've been involved in launching websites I've always had to talk down the PR people from some kind of high-profile launch, to something as gradual as possible
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