This exactly. "Selling" a password manager to a non-tech person who either uses the same password everywhere or someone who writes weak passwords on post-its is

This exactly. "Selling" a password manager to a non-tech person who either uses the same password everywhere or someone who writes weak passwords on post-its is a hard sell. It's a lot of added complexity and more importantly, a different way to think about passwords: you no longer know any of your passwords, except one for the password manager itself. 1Password does a pretty good job of this; as a user I do not need to worry about syncing the database, keeping an app up to date (the website is always up to date) etc.