"we need to address all kinds of users, not just the tech savvy, like most of the other cryptos do" - they address tech savvies because the last have powerful pc-s for mining. If all the users start mining from there browsers it'll simply kill their GPU/CPU in a year. I'm not sure that the earnings will be more than a killed pc costs.
Also, mining from the browsers is less efficient than 'bare-metal' mining. It will destroy your CPU and the reward will be much lower than the reward of the tech savvies with the same hardware.