People Don’t Want Something Truly New, They Want the Familiar Done Differently
Nir Eyal

When HP introduced the original LaserJet in the mid-80s, extra fonts (a rather unfamiliar idea to many) were added to the printer via a “font cartridge” which closely resembled, and was used like, the 8-track music cartridge from car stereos, which were already passe but nearly everyone remembered. So customers may not understand fonts, but they got the cartridge! Later, “soft fonts” became available and were again a bit mysterious to many.