What is cooler ORACLE or Larry Ellison? Larry right? What is more interesting Warren Buffet or Berkshire? Buffet (since who even can understand Berkshire but him).
Yet when given the choice every SMB and startup puts big WIDGET pictures on their home page. Huge disconnect.
PEOPLE and STORIES are what sells clicks, creates relationships and conversions. Cool tech has a place, but don't START and END there.