It's not that strange. In a talk at last year's CCC someone explained that it's a good learning experience when you educate the people, that clicked on phishing, right in/after the phishing process. He also found that the learning effect only applies to the method the people failed in - so learning from phishing doesnt teach anything about passwords.

While sad, I think it's important to acknowledge and don't be do harsh to people who fail in the first attempt... ... also because my biggest learnings also came from really embarrassing moments or failure too..