"Ah! He's full of sh*t!"
I'm hoping this was in the tone of George Carlin's stand up on this matter! I have to second this! Far too often when I "help" friends and family, it's because they can't follow the bloody prompts. Or be bothered to read the forms as they come across their screen. What's that you didn't want to install Fango Bango along with your "freeware"? Or heaven for bid they be sure that 1.) the machine is plugged in, or 2.) that the outlet it's in isn't also tied to a wall switch. Even at work it's very rare I have to think at all, simply due to how clueless my users are.
The more cordial the buyer's secretary, the greater the odds that the competition already has the order.