So the Individual tax filing market folks aren't passionate about a tax filing website. They interact with it only once a year for few minutes. Where is the passion? It is with the CAs, the tax practitioners.
So my new hypothesis is that we'll have to acquire a lot of invested users. Folks who have to use the software day in and day out.
We have a desktop version of the software but we'll soon deliver a SaaS version. With JQuery magic, the SaaS version can be sufficiently light to interact with. Interestingly in my conversations, convert rate of the SaaS product is high. I can basically create a reality distortion field easily.
As an aside: Can I bring the passion to Individual tax filing market. I am not sure. I will have to think hard about it. People are passionate about tax savings. So the magic may lie there!