The following is not about scholarly communication, but is a post about one tool from the world of product development, how to think about marketing your product or service so that you can cross the chasm. Academic researchers are simultaneously the most innovative and conservative of users. There is so much pain in the process of academic research that there is a constant re-invention and invention of tools and proceeds, but at the same time there is also a huge time pressure, so for any new tool, technique or service to get wide spread traction is really hard in the academic market place. ... (more)