It never fails. When a group of people are excited about an idea, they run right into the biggest challenge of moving that idea forward: Settling on that product's one key benefit.
Why is that so difficult? Because when people like an idea, they want others to like it as well.
The natural response is to benefit-load an idea so that consumers can't do anything BUT love it. It's the miracle pillow that stops snoring, aligns your neck, cleans your bathroom and gets you a date with Ryan Gosling.
The problem is, benefit-loading always backfires. People want to hear less, not more, when you're telling them about your idea.
Imagine if Tolkien had gotten carried away with his idea about Middle Earth. What if the books had followed a quest to destroy all the rings of power - instead of just Sauron's?
The Lords of the Rings - as opposed to the Lord of the Rings - would have 20 different story-lines with different heroes. An ancient, exhausted Frodo would have to pass the quest on to his great-grandchildren.
If Tolkien had written about all 20 ring of power, would the book have had the same magic? Would we been able to get as involved with the characters? I doubt it. The Lord of the Rings is compelling precisely because everyone units in one, single urgent only-way-to-save-the-world quest.
Just like the Lord of the Rings, new ideas need to have that one compelling reason for people to buy. Otherwise consumers get lost in the possibilities, and lose interest.