Ever since I've been using computers (late 90's onward), my experience has been that running your own software has always been arcane. I can count on one hand people I've known in the flesh who've done this. Peoples' eyes get wide as if you're about to empty their bank account with your mind if you tell them you wrote a script or a program to do even the simplest of things.
Joe and Jane Phonetypical of today wouldn't have been the proprietary software-creating types of yesterday, they would've been the AOL, Microsoft Word and solitaire-using types.