One of our product principles here at Hackpad is to humanize online collaboration for teams. In light of that, we've focused on multiuser presence, face cursors, polite desktop notifications to alert you when a collaborator edits a Pad in another tab, and other complimentary features.
I've been trying to slowly convince my friends why Hackpad is amazing, and the first question they ask me is: "Isn't it just the same as Google Docs?" And I blurt out a few reasons, but I can tell they're not really convinced. They say: "I'll have to try it out" (and they never do).