Spotted via Guy Kawasaki's blog, this Top 10 list of Geek Marketing hits the spot. I like #6 which has the irony of a geek acronym built in to the title
6) Only you RTFM.
Regular people don't read the manual. It's too big (see 5), too complicated (see 3) and thus incomprehensible. It's not that people are averse to science and technology - they're averse to being made to feel helpless. The demand for books that simplify science is huge the world over. Your manual is marketing.
Think I may print out a few copies and post them around our offices. Hugh should add some of this stuff to his thoughts on additional content for The Hughtrain