Your biggest challenge as an entrepreneur is not concealing your idea from others or keeping your idea a secret, it is actually convincing people that you're not crazy and that you can pull this off.
At every point I am besieged by people who would like me to conform to some social norm of whatever sort of social group they expect me to be a part of. I never have any identification with these social groups.
You actually don't want people thinking your product is cool, because then you're a fad.
You want people using your product because it's a part of your life, then they can't stop using it.
It seems like the right thing to do is tackle problems other people aren't working on.