[6ren]

A programmer once pointed out to me that my project wasn't "cool" because it was too easy to use. There were no bragging rights; using it didn't impress anyone.

Therefore, to get the aura of cool, make it a bit impenetrable. Then, initial users get to feel valuable by passing on the sacred holies to the next tier of disciples, and so on, this arcane oral tradition enforcing social hierarchies of "competence", in mockery of the technology adoption life-cycle. It's similar in social effect to the initial artificial scarcity of gmail. Bonus: bloggers give you free publicity. Every extra post squeezes out more google juice.

In addition, if you have to work for it, you value it more. And you'll remember it better. And because it remains difficult to use, your hard-won skills retain their value. Worked for git and unix. (Of course, it also has to be useful).

[regularfry]

That programmer was a pillock.