Agreed, its a hurdle. At this point, we hope that educating our user base (likely the 'tech influencers' of their families/friends) will help us over come that. Yes, its a narrow and more grass-roots approach, but word-of-mouth is a powerful tool.
In the future we hope this, or something like this, becomes the de-facto standard. For now, we will attempt to cover as many people as we can.