For your company, that may be the right way to go. But people don't know that.

All they know is that 90% of the time, their time and money is wasted if they go that route. So they take the shortcut. Once you have a good rep with a customer, you can bet they'll do it your way, because that then becomes the best way for them. The problem is that you have to get a rep with that customer first. That usually happens by having a problem, which is the problem in the first place.

Why did this guy think that this was the best communication medium? Do you have forums where you regularly engage your users and answer their questions? Do they know they exist? He sounds like a creative user, and most creative users visit the forums to share and learn tips and tricks.