Raymond Loewy coined the term MAYA to describe Most Advanced Yet Acceptable when it came to futuristic design. The thinking goes that people (the amorphous term for the lumpen masses) won't accept something too advanced, so we ought to lower our standards to gain acceptance.
But mass acceptance isn't nearly as important as it used to be. Pockets of commitment and enthusiasm are more important than being tolerated or even accepted by the disinterested masses.
Our hunch is that we need to average things down if we don't want to be rejected, that we need to offer a bit less if we're hoping to make change happen. Mostly, we tell ourselves to dumb things down and pander to people who don't pay attention, are afraid of forward motion and don't care much either.
But the horizontal nature of information flow means that the opposite is now true. We can be as positive and pure and advanced as we can imagine, and some folks will follow.
If we can fall out of love with the quick mass hit, the requirement isn't to lower the bar. It's to make big promises and actually keep them.
Would you have it any other way?