@rauschma I think of both #1 and #2 as "normal people": the "normal user" and "the user who loves tech and uses it often" are both normal.

Maybe because of the inadequate search function that you mentioned, when each morning I search for flowers, I see much much more ugliness than beauty. Twitter has plenty of pictures of beautiful flowers. Here, what someone claimed were flowers, often look dreadful.

Nomadic identity and single sign-on, as you explained them, are excellent goals to implement.