If I have this correct Marc Andreessen just remarked that if he could do it over again, ProjectSAFE would be the approach. This suggest that the mind share is in place with the people who will spread the project already. This happened without a huge marketing budget or allowing the organization to be skewed or driven by marketing.
I get that the value of the network increases with more users, but sense that even one unit that delivers on the promise will be sufficient to start the fire. My sense is that aside from stickers, and showing up at the right trade shows and correcting negative PR from natural adversaries- that money may be better spent on compelling follow on elements like a SAFEOS, SAFESearch and SAFEPhone.
The self obvious necessity of the project holds too I think if the focus is always on the utility to us as end users vice us as developers, or business owners or politicians. It can’t be another supply side system and have the necessary impact, not even a little bit.