Very nice article! The only question I'd raise is whether the "aha! moment" is really the job of user onboarding to begin with. Why are people signing up for so

Very nice article! The only question I'd raise is whether the "aha! moment" is really the job of user onboarding to begin with. Why are people signing up for something if they don't know why they'd want to use it? How much of that can be front-loaded to the marketing touchpoints, so that your primary onboarding audience isn't people with a passing curiosity in what the value you provide is?