yep.
And that is where the mark of better engineering comes in to play- make it better yet still appealing despite the apathy/ignorance of the average user. Sort of sneak it in under their nose, or mix the medicine in with the applesause.
{This train of thought assumes that the behavior of the population as a whole cannot be changed all that much. That assumption is not necessarily rock-solid- behaviors DO change, especially if Xcel has anyhting to do with it

But all things being equal...}
WE know the Prius can get >>60mpg...but if it only gets 40 as driven by the guy who would otherwise have gotten 15 or 20 in anything else, isn't that a net positive? Good things add in series, even when not optimized.
Any 'good' product will do the job reasonably well when operated by the Lowest Common Denominator. A 'very good' product will do the same job at least as well, only more efficiently. To the LCD, the only part that usually matters is "at least as well." "Do it better" is preferable, as long as it too is still more efficient than what would otherwise be in its place.
For vehicles that means same acceleration/luxury/# of cupholders/asthetics. For refrigerators that means water&ice dispensers, slide-out shelves and stainless doors...nevermind the fact that it uses 1/3 the energy and no ozone depletion of the equivalent lux model from 20 years ago.
Upsetting as it is to we here at GH, I've decided that is the reality from my perspective. So while I'd rather see all of us taking electric mass transit and living in at-grade ranchers with PV electric and geothermal heat, I'll accept Joe neighbor in the HiHy (or myself in a HAH) for now. He would've bought basically the same thing anyway, so at least its better than what he would've been driving.
disclaimer as a HAH driver: Part of the reason I went with the HAH was specifically to prove to others, on my small scale, that it IS possible to be more efficient without lowering expectations or changing 'comfort levels.' Not perfect, but it gets them thinking about looking at alternatives.