I agree with this, but I think the feeling of "in-the-know" though valuable, only applies to certain products. I've been thinking about our referral program, and am looking at it from the perspective of "what is it in the referrer's nature that will make them want to refer".

"In-the-know" is definitely valuable here, as well as a way of showing off their knowledge.

However, if you think about a referral campaign for a charity, it isn't about being "in-the-know", you'd want to tap into people's level of caring, or measure of impact.