This nice games is one example of how things many people take for granted need to be taught in a clear educational manner to certain types of learners.

http://www.getonlineday.com/challengegame/index.html 

Which leads on to the government service called http://www.myguide.gov.uk which illustrates many more.

Once on the web the first big choice users face is, 'Which service do I use' when there are so many similar offers?

Most users learn from their peers choosing the fastest services that are easiest to use. Then they choose to use ethical products/services provided by Not For Profit and Social Enterprise organisations which are nicely listed on websites such as http://www.idealist.org and http://en.wikipedia.org/wiki/Non-profit_organization.