There’s a reason why developers and real estate agents put up the sign “over 90% sold”. That is because they know it will spark an interest to a prospective home buyer. They’re trying to create context and positioning.
Context matters for everything. For example, you negotiate to a client to get paid after ninety days and you are happy. Later you learn that the same client pays after thirty days. You get angry and try to renegotiate the deal.
This type of positioning and context matters especially in branding. Branding starts the moment your potential lands on your company, whether online or offline.