Products should speak for themselves, and marketing should support that.
There are a lot of things that are uncomfortable and hard to do, and the longer you put off those things, the harder they get.
I have two iPhones, one for day and one for the night.
My best entrepreneurial advice is to start.
If I learned one thing working at Facebook: If users are trying to use your app in a certain way, get out of their way and let them.
Innovation often starts with the ordinary. They simply took what was "normal", and added a twist. They added an innovation. The innovation solved a key problem of the "normal" use case that we all already understood.