Testing of early or "beta" versions of software used to be limited to serious computer users, who devoted hours to working with flawed programs and reporting bugs to developers. Nowadays, though, the tester's focus is often less on improving new software and more on just being among the first to have it. It is a shift that some companies have embraced, selecting testers in ways that seem intended to maximize hype and anticipation.

"There's a lot of cachet associated with being an early adopter," said Nicco Mele, 26, a former Internet strategist for Howard Dean's presidential campaign who runs the Internet consulting firm EchoDitto. "It's similar to how, every time you're in a meeting, everyone wants to show off who's got the coolest new phone."

"It plays into being at the vanguard of a very fast-moving industry," Mr. Mele added.

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