It's easier to activate products that align with people's aspirations.

Products that people like but don't align with their aspirations might get usage, but the users don't want to want it.

But if it aligns with people's aspirations it has a natural boundary gradient.

People's "want to want" and "want" are aligned, so it will go quickly when the want is strong enough.

That's easy to activate by reducing the broken glass users have to crawl through, making the want stronger.