The great thing about humans in groups - once you are charming enough to sell the right 10-20% of a population on your own, with luck, other people will soon start to copy them, and pretty soon you are the Catholic church, or Facebook, or Apple.
You mean 10-20% of Apple customers were exposed to personal interactions with Steve Jobs? I'm not sure on that.
Example: Apple had almost spent nothing on adverts or anything in India until a year (or two) ago. And yet the iPod was super duper popular. (Other products not as much as for the average Indian the price of the product + 30% tax by the govt. on the import puts them out of reach.)
