Good question about how these get started. First is I don’t think the design is necessarily unintuitive for everyone so some people get it and share it. Also the companies leveraging this should do a fair amount of explanation — whether videos or PR that helps some curious parties learn the features. While most people don’t watch instructional videos, if even a few choose to then the interface tricks will spread. The key is creating enough desire so that most people want to learn the interface and will experience that through someone else.