Most people do not believe they should need to expand their education in any way whatsoever prior to typing in a box on the internet.

They just don’t. So, if you want any shot at getting them to read a primer, you need to make it easy on the eyes, and keep it to a length that respects their time, rather than one that implies that they may need to secure some provisions or sled dogs prior to proceeding.

http://blog.stackoverflow.com/2013/01/about-page-2-0-the-quickstartening/