I'm glad you said this because Feynman has a beautiful response to it: basically, there is no such thing as a "non-technical user". Almost everyone is adept at navigating _some_ complex system in their life. I agree with you that they probably don't want to learn.
but the reason they don't want to learn is because they don't think there is any value on it, they believe it is a waste of time. For the same reason I (used to) believe it's a waste of time for me to play puzzle games (I'm bad at it, I don't enjoy it, what's the point). Or learn to manage people, or learn to understand politics, etc.
I'm asking you (and everyone reading this) to suspend disbelief and pretend that these users DO have capacity to learn, and they just don't see any value in it, and it's on us to clearly (and concisely) communicate the value without gatekeeping and without dumbing it down. I have been surprised at how people's capacity to learn was much greater than I expected, and I hope the same will be true for you.
I see this attitude a lot of, "well, if you want to understand how this system works, we have to start from scratch" (and they start to lecture for hours about some fundamental things). I think this is a failure mode: an inability to figure out _what_ fundamental pieces actually matter to understanding the current system.
Apologies for the rant, I feel strongly about this because I think there's a lot of low hanging fruit here that everyone can benefit from, but I'm still trying to refine my thoughts.
though do they want to?
If they can learn, they would've. And then cease being a non-technical user.