[dyim]

That's life, though - people will pay markups for coffee and booze because they know what they're getting; you get a reliably enjoyable experience with no mental overhead required.

Even the best apps have two unknowns - 1) you don't know if it's going to be useful, and 2) you don't know how to use that app; you need to learn how it works. The former issue can be obviated by word-of-mouth praise, but it's soooo tough to get over the latter.

Like you I am a startup founder, which probably means that we are both pathological novelty-seekers when it comes to tech. And yet... I worked at an amazing B2C startup for two years and, to be completely honest, I never really got into the habit of using the product daily. The app is targeted at my demo and I didn't use it daily.

That's why they say that the crux of building a great B2C company (e.g. an app) lies in changing the public's consumption habits. It's tough, and it seems like such an impenetrable problem. I have a lot of admiration for B2C founders.