Well, short of the rapture, stray quantum string (TNG reference +1), or the great luddite awakening, chances are "they" are still out "there" in the physical/individual sense. Sounds like you're not going "there".
Think about the products that "go viral". I think there is an increasing trend for these to have roots in the real world. Twitter didn't succeed until real people in the real world met in a real bar at a real conference and really talked about it. I didn't start using it until a real person I knew was talking to me at a real place after going to SXSW. Same story on Facebook. Real people in my real world had a real conversation with me about it.
My advice - make your product opaque. I know it's 2010, but your product needs to be "real" for "them". Find some target end users, get them using it, and enable them to broadcast their use/enjoyment/etc.
Think about the products that "go viral". I think there is an increasing trend for these to have roots in the real world. Twitter didn't succeed until real people in the real world met in a real bar at a real conference and really talked about it. I didn't start using it until a real person I knew was talking to me at a real place after going to SXSW. Same story on Facebook. Real people in my real world had a real conversation with me about it.
My advice - make your product opaque. I know it's 2010, but your product needs to be "real" for "them". Find some target end users, get them using it, and enable them to broadcast their use/enjoyment/etc.