India, July 4 -- Millennials were just getting used to the term Situationship. Now they must contend with another Gen Z idea: The Soft Launch. No, it's not related to gently sending up rockets (though with Shubhanshu Shukla on board the ISS, the timing does feel right). The term refers to the act of slowly, consciously, drip-feeding information about your new relationship on your socials, without giving away the story immediately.

The term dates back to the Dark Ages, aka 2020. It first showed up in a since-deleted tweet by actor Rachel Sennott, who'd spotted the trend. The term borrows from tech companies, which release new devices and software - bugs and all - to a small audience before a formal roll-out. Done right, it's a subtle, con...