It happened on Usenet, before most people had heard of Usenet, naming technologies that were brand spanking new. How new? The most popular browser was Mosaic. Netscape was barely founded and had not released a browser yet. http://oreilly.com/gnn/ was the first commercial website and was under 1 year old.
That shows a lot of knowledge of the tech world of the day. "Overreaching startup founders" weren't yet a significant concern. The target audience would realize quickly that this was risky, but unlikely to be a BS ad.