This quote from Alan Kay is very nice. It explains a lot
It’s largely about the enormous difference between “News” and “New” to human minds. Marketing people really want “News” (= a little difference to perk up attention, but on something completely understandable and incremental). This allows News to be told in a minute or two, yet is interesting to humans. “New” means “invisible” “not immediately comprehensible”, etc.
So “New” is often rejected outright, or is accepted only by denaturing it into “News”. For example, the big deal about computers is their programmability, and the big deal about that is “meta”.
For the public, the News made out of the first is to simply simulate old media they are already familiar with and make it a little more convenient on some dimensions and often making it less convenient in ones they don’t care about (such as the poorer readability of text on a screen, especially for good readers).
For most computer people, the News that has been made out of New eliminates most meta from the way they go about designing and programming.
One way to look at this is that we are genetically much better set up to cope than to learn. So familiar-plus-pain is acceptable to most people.
I observe this pattern often. The listener is ready and willing to accept some News, but the story I want to tell is something New. It remains invisible, and while I can denature it until it is impedance matched to their appetite for News I come away frustrated. Yes yes, rope is indeed very cool; but you have missed the elephant connected to my tale.