What do you consider an average user? Don't get me wrong. I'm not taking that comment as an insult or anything, but I am DEFINITELY going to have to strongly disagree on that one.
I don't consider the mass of people who purchase knives only to sit in drawers or be abused and not taken care of to be the average knife user. Those guys that walk through the gun shows picking up Chinese crap and marveling at how that tactical hunk of shoelace wrapped pot metal only costs $4.00, or the guys who look through their BudK catalog and make a fifty knife Xmas list grand totalling a hundred bucks are NOT what I would consider the average knife user. Those people are what I would consider the average money waster.
In my opinion, an average knife user is a person who purchases a knife with the intentions of using it often and maintaining it properly to extend the life of the knife. Guys like that know how to sharpen their knife, know the difference between useable designs and the Jackhawk 9000, and most certainly know how different steels perform.
If you're speaking to the number of people who purchase edged tools (I'm using that term extremely lightly considering some of the BS that skidmarks by as a knife these days), then I will agree that the average buyer doesn't know what's what when it comes to steel. For the number of people that USE knives, I'd be willing to bet that they would notice the difference pretty quick between a 440A blade and something done of AUS-8, 1095, O-1, etc.
Don't get me wrong. I have very little faith in the knife market when it comes to the majority of buyers, but I have great faith in the (at the very least) general knowledge of the average user.
Sorry. I just re-read this and thought, "man... that sounds like an all out retaliation strike." Believe me it's not.