I realize that. How do you educate people if you never expose them to it? How did people learn what MP3 was?

I guess the short answer is that people only know MP3 as, "it's what my MP3 player plays. sound files."

But the kicker here is that there is a huge tech crowd, with blogs, who influence people to buy products, that would write rave reviews about the product if it played OGG. It'd be absolutely free publicity seen by millions of eyeballs!