I do like this story from Seth Godin of someone discovering Wikipedia for the first time...
"I was talking with someone the other night, and he said, 'I was one of the first to use Wikipedia'. When pressed, he confirmed, 'right at the beginning'. He's 13. It's pretty obvious that he wasn't one of the first to use Wikipedia. He was one of the first people he knew who had used Wikipedia. Big difference. Nope. Same thing. People make their own realities. If Bill thought he was first, then in his mind, he was. When he started using it, it began to exist."
Similarly, I doubt my parents or their friends have used Wikipedia (or any Web 2.0 site for that matter), and would feel the same sense of discovery if they were to come across it, despite it already being second nature to me. Reminds me of European explorers going off and 'discovering' new countries, even though they were anything but new to the people already living there!
A while ago I wrote that the Long Tail has fractal qualities, and I think this shows that the classic adoption curve is no different. Look at any point on it and there will be early adopters and laggards. Or to put it another way, even amongst a group of the most Luddite late adopters, there will be (relatively speaking) the early adopter and pace setter who tries something first, and will probably feel a similar buzz and sense of cool kudos from telling others as someone who made the same discovery months before (we know - we've all been there!).
And like many things in life, maybe this buzz is always relative. If you're a classic early adopter, but all your other early adopter mates discover something first, where's the buzz and kudos? But if you're a late adopter, but are still first in your group the cool points are probably massive.
All of which points to an important lesson: whilst innovation is vitally important, we should never forget that many people have yet to discover our products or see our ads. So there is always value to be gained from where we are, whilst still developing and nurturing the next big thing.