@aral This might be a bit off-topic (and slightly political), but this runs parallel to a dilemma in liberal democracy as a whole: It requires the voter to possess a minimum of knowledge about the options, otherwise demagoguery and spin (or, in the case of tech, branding and marketing gimmicks) will rule the day.
That's not saying such results won't be legitimate (people still *choose* Windows or Mac), but the problem is that bad arguments/tactics are rewarded, and good solutions overlooked.