Creating cool bits of functionality will feel less like creating, and more like discovering.

The harder it is to find those truly great needles in the haystack, the more incentive users will have to share them (and get social credit) when they find them.

Imagine a system where good-enough items are relatively easy to find, but truly great ones are hard to find.

The ease of finding good enough items keeps lots of people searching for needles.

The challenge of finding great ones makes people more likely to want to shout from the rooftops when they find one.

When people see other great items people are finding, it makes them more excited to search for great items, too.

This creates a viral loop in the ecosystem.