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so what happens when Mike says to Sam, “I just love the rounded corners on the ‘submit your story’ button. It looks so elegant.” and then Sam replies, “what rounded corners?” and then they start comparing

In my experience, Mike tells Sam to download Firefox/Safari/Chrome. Sam does and doesn’t go back. Over the years we’ve had this in our offices with new, non-tech staff who are only used to IE. Just educating them to the fact there are better options is usually enough, the benefits become clear soon enough.