Have you ever purchased something that you had hopes of it doing something great. Then you get it home and it was...OK?
Many times if you think back you may find that the expectations were set too high. A simple example from my day was the toys in cereal boxes. You watched the commercials or read the box and the secret decoder was going to help decode the super special message. Or the invisible ink is going to help you communicate with all your friends or last the record was going to have that hit song!
The lesson is to set the expectations with your customers properly. With big change for your customers comes some pain. Setting that as an expectation is ok. Key is be honest and set real expectations.