Most people know how to buy ETH on an exchange.
Not enough people know how to actually use ETH and Ethereum by downloading the software
That's what's strange for me, they buy something even if they don't know how it works.... :) But that's investment for you.
Agree; though "buy what you know" vs. "buy what you know has the potential to be dominant here."
By that, I mean that I could be a fan of an industrial giant like GE without really knowing how aircraft engines and wind turbines work.
I have enough sense, though, to realize that ETH is an underpinning technology behind smart contracts AND a good chunk of the ICO token launches.