This reminds me of a certain facet of computer literacy: exploration. There are users who will only seek out menu items in software if they already know they are there and where, compared to users who will seek out the items they are looking for and can imagine that they probably do exist somewhere. It's unimaginable to the latter user that one would possibly have to "learn" how to use Google Docs having only ever been exposed to MS Word, while the former is completely lost because the menus have to be re-learned and all the possibilities available to them must be re-memorized.