Over the past few years, a few books have highlighted the importance of feedback. The entrepreneur community has blindly accepted that this feedback should happen earlier and earlier in your product's life.
The problem with this is that it doesn't account for the entrepreneur's motivation. In the early stage of building a product, motivation is this fragile thing that needs to be handled with care.
It's kindling wood that is just starting to catch on fire. You want to blow on it gently. And you expect the people surrounding you to do it with the same carefulness.
Once the fire has caught, it will resist feedback and criticism. But early on, consider it your duty to keep the fire of motivation alive!