"Art is an infection" said Leo Tolstoy. What did he mean by that? Tolstoy meant that in order for something to be considered art, it must affect you and have an impact on you. In other words it must infect you. Furthermore, the infection must be immediate.
Likewise, a product in order for it to be good, must be an infection. If you see the product, be it a website, a movie, a book, a person, or whatever and it takes time for you to decide it it is good, then it is not a good product. If you have to say, let me think about it, let me read it, let me absorb it, let me sit on it, let me test it for a while before you finally say I like this, then it is not a good product. For you at least. It might affect someone else, and thus be good for them, but for you it is not a good product.
So the key then, is if you are making a product is to design the product for only those who see it and get affected by it. Then cater and build to those who are infected. Your job is not to try to convert those who are uninfected. But to infect as many people as you can. Then create a tribe from those infected. Create personal, relavant, and carefully crafted anticipated messages and other products to those infected.