First of all, I love Kathy Sierra's blog Creating Passionate Users. Secondly, she gave an amazing talk last night as OSCon (she even pointed out my favorite April Fools joke from last year, a parody product announcement).
She talked about Creating Passionate Users (what else?). The great irony was that in the row in front of us there was a guy I recognized from the Ruby Guidebook session yesterday. He had his laptop out on his lap, and was reading a PDF of AWDwR and working through examples during her talk. Anyone skipping Kathy to read a book and hack on Rails is developing some serious passion!