Cool article but it's ALL techcrunch users. These users are probably... do I dare say it? Tech savy & are most likely at the vanguard of technological change.
I get what Jordan is trying to say. It's similar to when someone asks a band "what's your music like." The description is often far from adequate. I've found that it works really well if you give them a "demo" or say "ever see XYZ? It's similar to that." People just need to find a connection to something they are already familiar with. You can solidify your presence within their mind that way.