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Is it more complicated than buying and owning a car? A house? More complicated than filing your taxes, managing retirement savings, having a wedding, choosing insurance?

Learning the basics of something new, enough to get by, is part of being an adult, even if you won't ever be and have no interest in being an expert.

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Given the number of bad financial decisions people make because they don't really understand those things I'm not sure that those comparisons are helping your case, but even so, for a lot of people it IS more complicated than those things because they are afraid of technology in a way that they aren't afraid of tangible things.

Solving 99% of technical problems requires nothing more than Google and following instructions in the first result, but people still can't handle it. Most people haven't given running a website enough thought that they would even know what to look for. A good portion don't even really understand URLs enough to type facebook.com into the address bar instead of Googling Facebook and clicking the first result.

I'm not sure those people are so willing to brand themselves online. If they are, they already have the capital to have someone else do it for them.

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