Oh no, not the IT guy. They are possibly worse and don't understand domains well in terms of branding.
It's an uphill struggle.
I think those who would be in a better position to educate end users are the media agencies, the webmasters. But their advice will always be to pick some available domain and do SEO magic, for which they charge the client.
Building a website can be expensive, spending on adwords can be expensive too in the long run, yet end users balk at the idea of paying a one-time fee to upgrade their domain name (and a chance to have a strong URL on their business cards). That's reality folks, in 2016 few people understand the power of domain names.