This is a pretty one-sided article. There are 3 parties, and all of them are CRITICAL, because they FEED OFF each other. 1) Tech blogs, 2) Elite Users, 3) Everyday Users.

Tech blogs write about stuff if they hear it from their friends. Elite users mention stuff if sufficient everyday users mention it to them. Everyday users talk about it if it rocks. More everyday users learn about it if tech blogs write about it

If it sounds like a cycle, it IS a cycle. Every few startups get all 3, which is why most launches are pretty terrible.