Hah, I didn't see Steve's followup later in the thread. The abstract of "How can UI exist if beginners don't understand what it is, let alone take advantage?" is valid. It's also not the context why the question was asked, but Steve later clarified that.
You said that bridge "can peak again through a strong marketing communications effort". How significant a role will social media and SEO play in these efforts? Also, what tangible goals have you set for yourself with your marketing communication initiatives?