I didn't tell anyone that I own the domain

Nev bought SwipeFile.com and didn’t tell anyone. No launch, no hype, just silence. Then… he quietly dropped the name in a post. People had to check it out. Traffic spiked. The secret became a magnet.

Why this sneaky move worked

• Curiosity is a powerful trigger — people hate not knowing.
• A little mystery adds drama and makes the reveal feel bigger.
• No expectations means any result feels like a win.
• Feels exclusive — only “insiders” know.

Real‑world examples

• Gmail’s invite-only beta made people beg for access.
• Tesla hides new product details until launch events ignite buzz.
• Liquid Death teased with bizarre branding before revealing it was canned water.
• Clubhouse thrived early by being hard to get into.