How to validate a product idea ethically?

I often see the suggestion of building a landing page to validate a product idea: build the page, pretend as if the product is almost ready, and either have the user enter an email for a notification when it's done, or even go so far as to have them "checkout", only to find it's not available yet.

My problem is these both feel a little misleading, and don't accurately reflect the state of the project. What's the best way to validate a B2C SaaS with broad appeal without misleading the end user?

submitted by /u/deadA1ias
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