People with enough technical knowledge to know that they need a VPN to evade something like the Great Firewall, but not with enough technical knowledge to set it up manually.
They may have heard of so-and-so app, install it, and boom, it works. That's very appealing, especially if it's a custom protocol that is supposedly harder to detect.
Or maybe their grandkids have set it up for them, and don't want it to be any harder than it needs to be. Yada yada.
It's not really hard to come up with answers like this. The two options aren't "complete expert" and "blithering idiot".