Tip number one in marketing: make it easy for the customer.
I'm not going through the hassle of installing something if I don't already know I want or need it. No screenshots -> "Next!"
It's the same effect of all the (no doubt wonderful) tools that begin their website with "Foo is the next Bar, now at version 3.1, here is the changelog:...", without ever mentioning what Foo even is. So many customer/users lost through bad marketing.
