In my limited experience, the general, non-technical user wants three things. I got a call last month from my ISP for a technical help call I made in October. Simple, easy to understand set up. They want to run a disk or file, click on the icon and be on the internet. Somebody better wake up soon on that one.
Marketing is all on price in our area.
They're the future customers, not the computer guy. The computer freaks got this started, but now it's for everyone. The ISP who pays attention to that reality will not only survive, but will flourish. This is a fake email address. So many old members of this list were getting spam generated from siphons trolling the archives that I replaced all email addresses with randomly generated spam traps that forward mail to spam fighters.