A friend of mine recently bought a plasma TV. Funny thing is, he seems to enjoy talking about the TV more than he does watching it. He talks about how it has the best picture, the most advanced technology, and features that no other TV has. When he describes these things, it doesn't seem that he really derives any value from them while he's using the TV. But he does seem to get a great deal of satisfaction from telling the story.
Which segment of your market buys for the story?