Why is RSS/Atom adoption so low?

Scoble asks the question “Why is RSS/Atom adoption so low?“ among Microsoft geeks. Citing a number of 15% of blog readers who read them in aggregation tools (as opposed to on the web). He sites:

This result, in my view, blows apart the theories that adoption is low because people don't know how to use the orange XML icons. Come on. Even the "non technical users" at Microsoft can figure this stuff out.

I disagree. Even though MS technical people love XML, know all about it, been hearing about it for years, there is a jump from clicking on the orange XML gif and viewing some XML representation of the site to becoming aware of aggregation tools and running them. There are rarely links beside the XML icons that point you to an aggregator install point which are complete with nice screenshots and text explaining the benefits of the tool and even that may not be enough. No, the vector pointing people to use aggregators is reading other geek blogs. You think your average LiveJournal person is talking about RssBandit vs. SharpReader?

Secondly, I think viewing blogs in a web browser is sufficient for most people. Most people might only check up on a couple friends' Live Journal entries, in which case, the web is fine. The 1350 sites that Rob monitors is so far out of the range of the average blog reader's capability or desire, it is insane. (No offense, Rob). Myself, I read about 25 in an aggregator.

So, how do you increase the popularity of a new app? There's the usual old tactics: mass mail install CDs, include it in an already popular program as a stand-alone app or an integrated piece of it. Alternatively, an aggressive aggregator author could reach an agreement with one of the major online diary sites to provide a “Live Journal“ branded version of SharpReader or what have you, that is easily advertised and downloaded from each page on the diary site.