They definitely sell experience. The average user mostly wants[1] (1) email, (2) Facebook, (3) iTunes, (4) web surfing, and they don't really care about how the box on their desk gets their emails, whether it's open source or closed source, locked down or modifiable, or even if it's electronic or just really fast carrier pigeons.

Like the article said, the average user wants toast, not a toaster.

[1] - it's starting to look like we can add internet video to this list.