Lots and lots of demos to re-enforce the action and get users accustom to a thing is fine if that experience doesn't frustrate the user and they can get up to speed using the app quickly.
If you are choosing neat new ways of communicating and changing the way the user interacts with the app for the sake of being neat, that is fail. If you violate the users expectations without a damn good reason, that is fail.
A fail is Windows 8 and having users try and figure out how to launch a new application. It takes a keyboard shortcut to open the metro desktop to launch another app. This is not obvious and nor is it reinforced very well. http://windows.microsoft.com/en-US/windows-8/new-keyboard-sh...