There were no programs for it. Cool has almost nothing to do with crossing the chasm. It was cool, but it was also the right size and shape and weight. It didn't try to do everything, but it did a few things that people cared about well. That was a key whole product feature.
Packaging is very important.
The very packaging that enables a product to be a success among early adopters will inhibit its success among consumers. Also, the technology must be rock-solid. No one's going to want to have to reboot their refrigerator. Unlike most high-tech marketing books, which are outdated by the time they see print, Moore's 1991 classic remains as fresh and insightful as ever. The chasm Moore described is the one a company faces when it tries to move its product over from an early-adopter market to the mass market.