I'm a technophile myself albeit one that has spent the better part of a lifetime interacting with non-technical users. Such experience has left me with impression that expecting end-users to do anything I would consider bothersome, or requiring even a modicum of effort, is a no sale proposition. This is true when it comes to actually improving one's experience, to say nothing of achieving a reasonable baseline. If people have to jump through hoops to achieve usability, it seems a fair bet that they won't be a repeat customer.