It saddens me sometimes to see videos like this. While the rest of us chuckle, we fail to learn the lesson, that users don’t share our world view of software.
As a Software Engineer, I am too well aware of our industries penchant for technical terms. Yet the fact remains that you can use the internet without knowing what a “browser” is, just as well as you can drive a car without knowing what a “limited slip differential” is.
Yes, the software world has it’s own argot, just like many other industries, but to me it seems we abuse the goodwill of our users by bombarding them with meaningless (to them) jargon. Users don’t care about the ingredients of software. They tend to be task focused, learning just enough to get by. Never venturing very far into the features of an application.
To me, the solution isn’t Technical Marketing. Although it helps, it’s not the users fault if they don’t know the technical terms we use, it’s our fault for not communicating and designing better. To make software or web applications popular, learn the lesson, and make tasks clear and simple, and avoid communicating in terms your user doesn’t understand.