I felt something die inside me when I realized "display settings" was going way too far into technical territory for most people.

All I was trying to do is tell someone why their screen shuts off "so quickly" after two minutes.

I had to send them step by step pictures with big red circles.

And this was someone I had thought to be intelligent enough to figure something out, and tech-minded enough to know what I was talking about. Turns out they just like buying whatever fancy new gadgets they see in commercials.