“It's easy to convince EDC people to buy EDC things. But how do you convince non-EDC folks to buy your product?”

Am I the only one who doesn’t know what EDC is?

I didn't know either, Google of just "EDC" figured it out though:

https://en.wikipedia.org/wiki/Everyday_carry

Every Day Carry. Nerds on reddit pump each other up to carry a bunch of nominally practical stuff around every day like pocket knives and glass breaking tools and seat belt cutters and such.