I see this happen more and more that we talk to our potential customers about the idea we've been brewing and they say 'heck yeah I would totally use it', later only to find no interest in it. One thing I learned is, most of our ideas are pretty cool and most likely all the potential customers would agree when you try to validate but very few would actually hop on to try it. May be the implementation wasn't right, or may be its too hard to change the customer behavior to switch. Sometimes the customer was not serious enough when you pitched.