[gordonguthrie]

If we were optimising for conversion/sales there wouldn't be a signup with e-mail button at all - it would be a big instant demo button.

At the moment I am optimising for conversation - and I need an email to trigger that.

So now I would rather have 10 people sign up that I can talk to and 90 walk away because of the email than 100 anonymous sign-ups.

So the little demo button is just a little add-on...