The passage about IMVU from Ries' book, The Lean Startup:
"She downloads the product, and then we say 'Okay, invite one of your friends to chat.' And she says, 'No way!' We say, 'Why not?' And she says, 'Well, I don't know if this thing is cool yet. You want me to risk inviting one of my friends? What are they going to think of me? If it sucks, they're going to think I suck, right?' And we say, 'No, no it's going to be so much fun once you get the person in there; it's a social product.' She looks at us, her face filled with doubt; you can see that this is a deal breaker."
"She downloads the product, and then we say 'Okay, invite one of your friends to chat.' And she says, 'No way!' We say, 'Why not?' And she says, 'Well, I don't know if this thing is cool yet. You want me to risk inviting one of my friends? What are they going to think of me? If it sucks, they're going to think I suck, right?' And we say, 'No, no it's going to be so much fun once you get the person in there; it's a social product.' She looks at us, her face filled with doubt; you can see that this is a deal breaker."