Earlier quoted context omitted.
Today's non-geek has two choices: walled garden or malware cesspool.
Third choice: buy advice/services from an expert with similarly aligned interests. If the walled gardens charge 50% on top of the manufacturer's price (or 33% what the customer pays), there is plenty of room to undercut there.
For most people, that's probably the walled gardens that people not on HN don't complain about.