Fear is such a crucial aspect when talking about innovation and diffusion.
Fear is what holds most people back from taking that risk.
Fear is what holds most people back from diffusing that risky product to their social environment.
Some people take that risk, they overcome fear, and are rewarded with a chance to gain a higher social status.
This risk can only be taken by specialists in their domain, or expert opinion leaders.
This is the way fear has established the innovation and diffusion proces with a quality norm.