Where I agree the use of “embargo” may be more tenuous is when you’re seeking to get the most buzz on a given day. This has become more difficult as outlets like TechCrunch don’t honor embargos and it’s more about who can get the scoop first.

And though the Twitter Button was “unveiled” early, in this case, I don’t think the leaked coverage will hinder coverage when Twitter formally provides all the details.

First, many more media outlets are going to follow TechCrunch’s lead and refuse to support embargoes.

Second, verbal embargoes are mostly worthless. Even email embargoes are a bit shaky.

Third, with the ways news spreads these days coordinating everything to go live on a specific timeline isn’t that important. In the past, embargoes were necessary to help get the most buzz on a certain day. You would want all the media outlets to cover it and that took work — both on the PR side and on the publisher side of things. They’re just not necessary anymore. CNN just has to push a button to make something go live. They don’t need it the night before to hit the morning edition. Same with Mashable. It may make a PR pros days a little bit more hectic on the day of the launch, but if a “launch date” is that important to you, it’s worth it.