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As to the baby-step approach: I am currently looking at the possibilities
to modify state-of-the-art Internet Chess Server software (in particular
the 'chessd' ICS, used at FICS, where many thousands of people visit
everyday to play on-line Chess), to have it support variants. Supposing I
succeed, it would be great if we could convince FICS to make use of this
extension, and offer some more variants beside those they already do.
(They currently offer variants like Crazyhouse, Suicide, Atomic.)

This would create a great opportunity for offering the variant-unaware
Chess player a possibility to make the baby steps. We could for instance
offer variants like 8x8 Chancellor Chess or Cardinal Chess, where a single
un-orthodox piece replaces the Queen, just to get them acquainted with the
piece in question, and prepare them for other Capablanca variants.

Similarly, we could run games on bigger boards (10x8, 10x10) with only
normal pieces, but perhaps more of them. (e.g. 4 Bishops, such that you
also have Bishops on like colored squares, with which you can form
batteries.) This to get them acquainted with different boards.

By offering both, we would discover atomtically which deters ortho-Chess
players most: othe roards, or other pieces. But whatever they refer, it
would make the next step smaller.