Internal drives, you're right, likely wouldn't be bought by a non-techie alone.
But THIS affected type of drive is specifically marketed to a very non-technical user, and I can certainly confirm my non-technical friends and family have bought products in this segment independently, whereas my techie friends steer clear.
It's a NAS that's made to look like a drive. My techie friends would never buy it - they'd get Synology/QNAP, or do their own over-complicated time-consuming solution (slight editorial opinion there ;), or use cloud backup, or some combo. But my dad, mother in law, and other relatives have products like this, and have purchased them on their own. In fact, I think when asked, most techies would in fact go against the notion of buying cheap but internet-exposed storage device for a non-technical friend :O