An end user is similar to a target audience. They are the people that will eventually use or consume a product.

With increasingly complex technology, designers and developers are focusing on the abilty of the general public to understand, use, and consume products that are becomming much more complex. Why? Because the GP is the the largest possible consumer group, and thus the most potentially profitable.

The exploitation of the infamous stupidity, inability or unwillingness to learn, quick acceptance of fads and predictability of the typical end user is something that the most successful modern corporations have used to get an edge over competitors with superior products or technology.

End users tend to prefer products, software environments, and other products that require as little thinking as possible.