I never really thought of the "digerati" as actual users for the product; they're more like "carriers" for a (memetic) disease--they'll talk about it to their non-technical friends, set up their own stuff using it as a platform, and so on.
(Not that I have any idea how the religious book market works, but) if you want to sell Bibles, do you go door-to-door, or do you just go to churches and try to get the preachers to use you as their source? The tech crowd are the preachers to the regular joe user--they're the ones interviewed for tech color pieces in the news, they're the ones deciding what software to install in your schools, libraries, workplaces, and government buildings; they're the ones who set your router filtering policies. If the students in a school can goof off on Facebook but not Myspace, guess which one the school's network will live on?
(Not that I have any idea how the religious book market works, but) if you want to sell Bibles, do you go door-to-door, or do you just go to churches and try to get the preachers to use you as their source? The tech crowd are the preachers to the regular joe user--they're the ones interviewed for tech color pieces in the news, they're the ones deciding what software to install in your schools, libraries, workplaces, and government buildings; they're the ones who set your router filtering policies. If the students in a school can goof off on Facebook but not Myspace, guess which one the school's network will live on?