I've found a fairly useful analogy that helps most tech people. If you're into cars and the analogy doesn't work, just think of something you need to know about at some point, but probably don't know much about at all.

Mostly this helps when a customer feels guilty about needing help, or someone in IT thinks "me > all" because they can enter a command line. I think of my role like this:

Your average non-tech person probably feels about their computer the same way I feel about my car. I know nothing about cars. Usually I get my oil changed, but only because I have a repeating 3 month appointment based on 10 years of not getting it changed regularly. Bt even then, I sometimes forget. I now know I need to check tire pressure, but the place I buy my tires does that for me when I check in every two months. I know NOTHING about cars.

The reality is, your average person is no more stupid for not knowing "technology" than you are for not knowing automobiles, or how an airplane works, or the nuances of ASEAN trade relations. You've specialized, even if it doesn't feel like a specialization because YOU see technology all around you. Guess what: someone specializing in US/China trade relations sees the impact of RMB undervaluation all around, too. And a nutritionist sees daily health decisions all around. And so on.

So don't laugh because someone clicked a link to a pop-up ad when they thought they were closing the ad. Instead, help them fix their problem and, if appropriate, give them a pointer or two so they don't make the same mistake again. And absolutely have the patience with your customers that you'd want someone else to have with you, in your area of weakness. And if you don't think you have a weakness--if you think you're infinitely adaptable--I hope people around you have god-like patience, because you're probably wrong.

But regardless, don't get superior: our skills are valuable, but so are other ones. The sooner you learn that, the better off you'll be.