lol, at the risk of sounding callous there exists a certain set of user that is indeed "stupid" for lack of a better word and it's not worth wasting the last 10

lol, at the risk of sounding callous there exists a certain set of user that is indeed "stupid" for lack of a better word and it's not worth wasting the last 10-20% of your team's time trying to account and perfect your product for them. anybody who has sat behind someone not familiar with modern web UI conventions and watch them hunt the UI and try to even log in will understand what i'm talking about. give people autonomy in something like a site builder and "trust their competence" and 9 times out of 10 you will end up with some fugly, frankenstein site which might be what they "want" but doesn't serve their goals. it's a lesson in futility and frustration. it's the same people who never bother to learn shortcuts, opting to go to edit menu -> copy every single time. my mother traded in her iphone for an "old" candybar phone because it was too complicated in her mind. in the end, identify your audience and build for familiarity while balancing usability aspects. this fetish for the holy grail of efficiency and simplicity is damaging IMO.