I do think that it is important in light of this discussion to target those early adopters. I was thinking about it on my way home, and a lot of what we do and don't do really is driven by who we see doing that same thing. Christmas lights -- no way am I going to be one of those "environmentalists" who covers their homes in blueish led lights (even though it would definitely save me money) -- Twilight -- am I one of those groupies?? I hope not (but I did like the books. . .) -- Harry Potter? -- you bet! I even have a Mrs. Weasley costume -- and the list goes on. It does seem like it's more about who else does/uses/likes it than whether or not I think it has merit. Even if I do like it, if the people I respect think it is silly, I will usually do/use/like the thing in a more covert way (Star Trek rings a bell here. . . just don't tell that I was a Trekkie even before the new movie came out!)
It's all about getting people that are respected "on board".