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Select "Subscribe widget" for type, and there you go. :)
When a non-savvy user sees that they can "Subscribe" using a brand/product name that they're already familiar with (Yahoo, Google, AOL, MSN, iTunes, Outlook), their interest is piqued, and they're more inclined to subscribe.
We should put the burden of browsers. Today, browsers are much more RSS aware, but they're still lacking. About five years ago, most browsers would display some scary XML in lieu of a browser-friendly page for a feed. Today, Firefox, for instance, links to a clean page that lets users add to a scarce selection of feed readers from a few of the big guys (or the browser's own Live Bookmarks). Unfortunately, it's nowhere near as inclusive as the Subscribe widget, leaving users of the other major brands/products in the dark.
As far as explanation, let's all link to the video. (Perhaps the Subscribe widget should do this? Thoughts?)
As far as awareness, it begins with the browser. In the meantime, publishers can alleviate the burden of awareness by using our wonderful little Subscribe button: http://www.addtoany.com/buttons/
http://www.mmmeeja.com/blog/misc/rss-informatio...
It's hard to beat the videos that the common craft guys make though.