Of note (and interest to ICANN At-Large) is the document's definition of "End Users" which can (and should) be adapted for our use.

"Non-technical" is in the first sentence. The emphasis is on the person at the end of the chain, not the links, with explicit end-use cases and mention of parents and children.

Not infrastructure owners, admins or implementors, but exclusively those who are impacted by this infrastructure from the outside.

It's a precision of focus sadly lacking here. A teachable moment, one might hope.