While I admit this is not really an emerging technology post (more of an effect of it?)… the linked article still something everyone who creates “software” should read.
“Six out of eight think something that’s harder to use but gives you better control is a good trade-off; only one out of eight of the general populace thinks that’s a good trade-off. Normal people do not drive stick shifts,” Platt said emphatically. “Why? Because they don’t care about the driving process in and of itself. It’s a means to an end. They don’t want to drive somewhere; they want to be somewhere.”
You are in IT and think this doesn’t apply to you… think again. Even if you just deploy some vendor’s software “out of the box” to your customer it is still your software.