The concept of "aha" moments in product onboarding refers to the emotional reaction users experience upon discovering the value proposition of a product, leading to delight and increased engagement. Researchers aim to identify these moments to guide users through their onboarding journey, as they are crucial for user retention. The anatomy of an "aha" moment involves understanding user intent, value discovery, and timing, which can be distinct from the onboarding process. While "aha" moments differ across users, patterns and themes can be spotted, allowing products to anticipate and guide users to these moments. The relationship between "aha" moments and activation is complex, as they represent different aspects of user experience, with activation being a business metric that suggests retention but does not reflect the user's emotional response.