A positioning maneuver: the gravity assist.

Imagine there's some big category looming large in everyone's minds.

It's a dead end, but everyone is focused on it.

Don't try to convince people to not be pulled into that gravity well, which takes tons of effort and will likely fail.

Instead of fighting gravity, use it.

Pitch it as "you can get the limited thing and also as a bonus get this other thing you don't yet realize you want."

The actual benefit is packaged as a secondary use case.

Pitch the use case as the primary with a bonus.