I have seen these customers. I do not understand.
What are they doing at the self-checkout that is confusing? I have used dozens of different implementations and they are all simplicity incarnate.
So I just lump them all in with the folks who don't know that cars need oil changes, take more than 45 seconds at an ATM, get flustered by airport self-checkin machines, or sit in the drive-thru line of a fast food restaurant staring at a menu whose items have scarcely changed in 40 years confused about what's for sale.