One of the reasons I've always felt that the ubiquitous "tech guy" undercharges for what he does is that he doesn't see what he does as being that difficult and feels that he isn't justified in getting well paid for something so simple.

This of course is an entirely separate topic than the point you are making (which I agree with) but it's a similar issue with not being able to understand "average" or "typical" or what we sometimes call "normals" (or is often called "people in fly over country").

I was on my Mom's mac and a window popped up for her to do the a software update. I said "oh you have to do that" (had security updates) and she said "I don't need any new software" she had no clue.