I find this (extremely prevalent) perspective increasingly demoralising.
Why wouldn't he/she care?
There's an important distinction here between the use of the word "should" and "would". The user of course shouldn't be required to care, but making a decision on their behalf that they won't is fundamentally different.
This is of course largely driven by the sorry state of UX where the responsibility to integrate rich choice & flexibility into refined simple interfaces is shirked in favour of achieving the same simplicity via the lazier approach of design minimalism.