But it should play a part in their decision making, even if that is not the target audience.Well I don't think they should cater to people anxieties at that level.
Plenty of people simply choose not to partake if it makes things a hassle or if it even feels like a hassle. Never underestimate the effect of convenience when it comes to paying for a product and getting access to said product.
There's a reason "keys to the hand" -type of deals work well even if the gained product ends up costing more.