I think it really depends on what you do. If you offer the type of product/service that geeks are likely to recommend to their non-geek friends and will still

I think it really depends on what you do. If you offer the type of product/service that geeks are likely to recommend to their non-geek friends and will still excite geeks target them. I fully believe a great deal of Googles success came from exciting the geek market and using them to spread the word to non-geeks who could tell people to Google it instead of spending time answering a question. Other companies either don't appeal to geeks or just aren't something a geek is likely to recommend in which case just targeting the general population is probably better.