For me it was also a magazine. Before I got my first Elise I hadn't owned a proper sports car and TBH wasn't really thinking I wanted one either. Then I saw the picture of the first S1 elise and had to go see one in the flesh.
Went into Murrays - no demo cars in those days so went and sat in one in the workshop (a customer's car) - was immediately sold on the rawness of the thing and ordered one. 12+ months later, it arrived

So I cheated and bought one second hand while I waited for the proper one!
6 elises on, it would be fair to say they (and the people who own them) have changed my life in a huge way (as well as an expensive way!).
Elises and their owners do their own "viral" marketing - I remember once we were on a Fish and Chip run down in the borders and we stopped somewhere along Hadrian's Wall for some touristy stuff - the rest went off to look at stuff, but I got chatting to a couple in a BMW that we had overtaken earlier and had stopped in the same place. Two years later I met them again - this time on a Stelvio trip in an Elise which they had bought because they met us and loved the cars and all that went with it!
Cheers,
Robin