If you build it, promote it, and they trust you, then they will come: Diffusion strategies for science gateways and cyberinfrastructure adoption to harness big data in the science, technology, engineering, and mathematics (STEM) community. - Kerk F. Kee; Bethanie Le; Kulsawasd Jitkajornwanich (Concurr. Comput. Pract. Exp., 2021)