Ideally, using technology shouldn't require much cognitive effort. Technology should facilitate us in accomplishing our goals. However, consumers often state not to be very "tech-savvy" having to rely on their "geeky nephew" when it comes to (installing new) technology. This mismatch can be regarded a fact of life or as a business opportunity in the playing field of tech development!
In reality, technology development is a balancing act between adding functionality, maintaining usability, and keeping costs at bay. Insights into human factors enable to better transform client's wishes into fitting technological solutions, when keeping the 'User Centered Design' principles at heart while doing so.
Such comprehension of how people work, think and act is of vital importance in modern society, where businesses can not solely rely on technology-determinism anymore, but have to excel on all levels in order to competitively stand out!