If you over-sell every launch, you can drown out the important ones. Customers can't keep up. You'd see diminishing returns due to launch fatigue.
Which is why launch tiers exist.
They help you align everyone in your org around a simple framework for prioritizing your launches. Intercom is well known for their take on launch tiers in a popular 2016 article, but I like Mark Assini's latest evolution that he explains in this article.
Score your launch on two key factors:
Does this launch have a direct impact on revenue and profit? WIll it help you acquire customers, increase revenue, or reduce operating costs?
Does this launch have a direct impact on the value customers get from your product? Will it increase their ability to drive a desired outcome?
However, those two factors determine your launch tier in an ideal situation, where you have the required amount of Time, Budget, and People.
Unfortunately, you don’t always have those things. If not, you either need to adjust internal expectations (change your launch tier) or negotiate additional time and resources.