And these are clothes for late adopters: people not in the first wave, but adopters still, mindful of what's happening and content with just a small piece of it.
That might be fine for the second wave of E.V. adopters, who will not necessarily look to their cars to proclaim their green driving credentials.
"The second wave of smartphone adopters is now starting," said Francisco Jeronimo, a mobile device analyst at the consultancy IDC.
Familiar is an ideal service for those who Womack describes as the "second wave of technology adopters".
Sometimes the industry has trouble parsing services like this, which eschew chasing the "next big thing" to focus instead on the second wave of technology adopters.
"They don't have the need nor the money to afford the most advanced smartphones, as the first wave of adopters had.
1989: if there was one closing party that marked the end of the beginning and the beginning of Ibiza's second wave, as Ibiza's bohemian pioneers, the early rave adopters, handed the baton over to the masses, it probably would have been this one at Amnesia.
The high response noted during the second wave of this demonstration program may thus follow from late adopters coming round but might also reflect a difference between the ten selected schools and the newly included.
Early adopters don't mind getting their hands dirty with the technology, but as the market matures, and the second wave of users comes along, they tend to want a simpler approach.
But if the experiences of the first wave of early adopters is anything to go by, that could prove trickier than it seems.
This trend is likely to continue in the near term as Groupon attracts a broader mix of consumers who may not be as engaged as the first wave of early adopters.
