I'm just thinking of my own friends and family, who are mostly not tech nerds and none of whom live in the Bay area. Gmail launched with so much more storage than any other free email service everyone thought it was an April Fools joke (no doubt in part because it
was launched on April 1). Everybody wanted it, and nobody who got an invite code before I did would give me theirs.
This is all anecdotal of course. Maybe it wouldn't have worked, but how quickly they gave up was weird.