> Most non-technical people I know wouldn't have a clue what a .zip was
perhaps i am getting mussed up by the definition of "non-technical people" but i've worked directly with many, many non-technical people over many years who definitely knew what a zip file was and what it was for. they might not all have necessarily known how to _create_ a zip file, and sure i had to coach/train a few here and there who legitimately didn't have a clue, but i think if you're talking about anyone who has used a computer for a large-ish piece of their work (whether it is "technical" work or not) in the last 10 years or so, the chance of them having more than no clue about what a zip file is, is higher than you think it is.
i can think of multiple instances each of accountants, graphics/media/designer folks, scriptwriters, admin/executive assistants, chauffeurs, playwrights, stagehands, light/rope riggers, costume designers/tailors, HR folks, security guards, painters, writers etc who have had to deal with .zips.
would a 20-years-exp industrial lathe engineer/specialist know what to do with a zip? maybe? maybe not? depends if they like to mess around with computers after hours or does their company distribute work orders via email? if so, maybe they've dealt with a zip.
if a "non-technical person" is someone who doesn't use a computer very much, then yeah, i'm with you. i personally wouldn't consider a junior graphic designer to be "technical" but i'd bet you all the money in my wallet that 95/100 of junior graphic designers know what to do with a .zip file.
BTW everything else you said, i 100% agree.