I've seen first hive shade drops devastate marines early game, with cloak providing enough of a surprise advantage to hold the map. That's rare, though, against competent marines, so I don't think it's a good strategy. I think shift should always be first for celerity alone. Second hive could go either way depending on how people are playing and how fast you are dropping hives and/or if you have multiple tech points locked down fairly well. I think crag is the safest build and shade is riskier with potential for high payoff. Silence is very nasty in NS2, since there is no motion sensing outside of obs range, and dropping shades all over the map means you have cloaked, silent aliens all over. Initiate paranoid marine mode, forcing them to play safer and lose map control, or suffer repeated death from previously mentioned cloaked and silent aliens. This works best if your team has a very good early game and takes control quickly. This means you control areas to put shades in, as well as provides the resources necessary for that kind of mass chamber deployment at an early point in the game. It also means early marine research is slowed due to lacking resources. If you don't have good map control, you won't have the areas for shades, you won't have the resources, and you risk not getting a third hive down to then get crag, which absolutely will be necessary as marines tech up.
TLDR: Shade is a great second chamber for snowballing games that are already going well, if aliens use it properly.
As a side note, if someone is planning on an early onos, always go crag. Period. If they do, you're obviously doing well, but crag is going to help that onos more every time.