Something like Android or the iPhone with an App Store is what non technical end-users really want. What these users really want is to be taken care of. To use an automotive metaphor, they don't want to check their own oil and tweak their own ignition, they want to take the car back to the dealer and get their maintenance sticker. (At the same time, they like picking their own trim, color accents, stereo options, etc, but they also don't want to be bothered with doing the wiring themselves.)