Writers, designers and scripters. It's critical mass. The geeks do matter. We all lose our cooool. Hype Java has been hyped, but it hasn't been marketed.
Marketing is more than promotion, it's positioning, defining, and connecting.
The Apple II had education, the Mac had publishing. Windows replaced the Mac on corporate desktops. Industrial databases run on Oracle. Netscape made the Internet colorful and easy to navigate. They all had stories you could understand while they were establishing their long-term positions.