What Mistakes Do You Think Some Program Owners Make When They Launch?

It seems the past couple of weeks there have been a few threads started by new program owners asking for help and advice so i was wondering, when it comes to new program owners launching affiliate sites, what are some of the more common mistakes that get made?

I think the main one that i tend to notice is that they expect to make a post on a message board sayinng 'check us out we just launched' and have a hundred new affiliates sign up straight away.

To me i think a better strategy when looking to attract affiliates is actually to start becoming part of a community before launching a program, this way, when a program owner is ready to release their latest offerings, they already have somewhat of a 'history' on a board.

So, what mistakes do you folks, program owners or not, think are made regularly by new affiliate program owners?

Regards,

Lee