I read it as half-sarcastic. A sincere half is that technical users can't quite understand what less-technical users would appreciate. The tongue in cheek hal

I read it as half-sarcastic. A sincere half is that technical users can't quite understand what less-technical users would appreciate. The tongue in cheek half of "why not just..." will always smell a bit like the infamous comment discussing how DropBox doesn't provide value, since anyone could set the same kindof thing up themselves.