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Is it better to conceal novelties, or?

I've seen it go both ways in my recent experiences in Prescott, Sir NM: some of the locals keep their novelties very close to the vest (and if they share with me, I help analyze with the understanding that the ideas will not be disclosed to third-parties); others, myself included, tend to expose to a larger group to see what they may add. Unless you think opponents are custom-targeting you personally, I say share.
What is the best strategy when someone happens to discover a novelty in an OTB tournament game? Is it better to conceal it and pain-stakingly develop it by themselves to use as a surprise weapon, find a strong player and team up to develop it, or post it in an internet community and let the players there all take a crack at it? I feel like the first option is best but probably takes the most work.