Very good post here by Kathy Siera on how learning about something increases not only our understanding of it but also our potential enjoyment of it.
Learning music changes music. Learning about wine changes wine. Learning about Buddhism changes Buddhism. And learning Excel changes Excel. If we want passionate users, we might not have to change our products–we have to change how our users experience them. And that change does not necessarily come from product design, development, and especially marketing. It comes from helping users learn.
Interesting corollary: learning more about something also increases our ability to absolutely loathe it. Like Microsoft Word, for example.