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Excellent post and analogy. It is our job as designers and business managers to help the customer through the process. We are the professionals, the consumer is the newbie. As a former hotel/restaurant manager, now e-commerce consultant, I used to preach to employees that they know the product better than the guest. Their job was to gather information and deliver results, ‘tour the menu’ with the new guest, welcome the returning guest back and stun them when you know their name and offer to bring them their favorite drink by name. When I go out, I expect service, do not make me think. Tell me what & how to have the best experience. We have to recognize that on the internet. Everyday we encounter businesses that inconvenience the customer to convenience the business by not eliminating barriers or keeping things simple. If you shop on the net much, then you have an Amazon account (they dont accept paypal), a paypal account, a google shopping account. I guess visa is just Visa is not good enough anymore. I dont shop much on the net, nor do I use paypal. I guard my personal info because what is secure today is not tomorrow. If you don’t tkae by Visa, then you don’t get my sale! Great post, it is too bad this isn’t part of web 101.