Members expecting it for 1st January, presuming the launch date would be then when they say "out in January". Then a promise it would be ready by the end of week 1 January but nothing. An update saying minor problems to be smoothed out.
AIBU to be suspicious they are waiting for the third week of January to recruit new members due to this being known as the week most people start a diet....
Pretending to care about existing customers but really holding out for more...