Linux is very much for power users, but my perception is that that is because of its lack of market share more than any desire on the part of developers or users that everyone be advanced users. In fact, Canonical tries to help non-technical users as much as they can. But, as long as Windows and Mac are "good enough" for most non-technical users, the situation won't change because there is not enough of a market incentive.
I have experimented with Linux for over a decade, have a media box that runs on a recent stable release of Ubuntu, and even used Ubuntu as my primary OS for over a year, and can't say that all Linux users want everyone to be a power user. Nor do all developers.