... we cannot have passionate users unless we can get our users to take risks. At the very least, we're hoping our users (or potential users) are willing to try something new and then--more importantly--to keep getting better at it! Remember, nobody is passionate about something they suck at. I doubt anyone is really passionate about something they're mediocre at, unless they have a motivation to get better. Part of what defines "passion" is the desire to keep learning, practicing, pushing, doing, growing around the object of our passion. It's only when our users are willing to take some risks--to try something they might suck at--that we have a chance of having passionate users.