If a process is tedious, people tend to not do it. The unintuitive things are: 1. Extremely low tolerance. 1 click is magnitudes better than 2 clicks. Founders often have a hard time because they don't realize how little friction people are willing to overcome to use products made by other people. 2. Justification. People seldom admit that friction causes not using a product. In most cases they simply don't realize it, so they find some other reason to justify their behavior.