First we thought the PC was a calculator. Then we found out how to turn numbers into letters with ASCII — and we thought it was a typewriter. Then we discovered graphics, and we thought it was a television. With the World Wide Web, we've realized it's a brochure.
It's from The Salmon of Doubt, but not sure if it's an actual quote or an interpretation of what he said.
Either way, it's true. "The users", as we marketers call them, are way more advanced than the publishers/marketers/advertisers when it comes to the Internet. What everyone needs to understand is that these "users" are just normal people, like you and me, going about their lives. The Internet is just part of it.
I find it amazing watching companies trying to catch up to their customers.