"convincing enough people that the variant coins are worth something is hard. Very hard."
Somehow, people managed to be convinced that Bitcoin was worth something back in 2009. What makes the current situation different? Whatever convinced people that Bitcoin had any value in the first place might convince people that some new alternative you started this morning has some value.
Obviously an altcoin would have to be as much better than Bitcoin (in the ways people care about) as Bitcoin was better than the preceding stuff. A system that is decentralized and doesn't require mining could have this property.
"does this process not bootstrap the bitcoins into having some initial value?"
No, because nowhere in that explanation is there any mention of demand for the mined bitcoins. If nobody were willing to accept a Bitcoin payment, the cost of Bitcoin mining would be irrelevant because the value of Bitcoin would be zero.
Somehow, people managed to be convinced that Bitcoin was worth something back in 2009. What makes the current situation different? Whatever convinced people that Bitcoin had any value in the first place might convince people that some new alternative you started this morning has some value.