If you have a really unique and innovative offering then it may be harmful to be profiled on techcrunch too early. I and basically everyone I know who reads it is looking for the "next best thing"
Check out friendfeed & twitter. these are products that get an unusual amount of attention on these blogs because the editors use them and love them. Also look at the effect of the high visibility of these products - there is now a dozen or so "twitter clones" and "freindfeed clones" including open source clones to make your own!