[ethan_smith]

This is kind of the exact thing the article is about though. They're not "failing to understand" costs - they just have different context. Your job is to help them make informed tradeoffs, not to expect them to already know what things cost before asking.

[faangguyindia]

it's not possible to make everyone understand nuclear physics, there is certain threshold of cognitive skills/motivation required for that.

[sjamaan]

The people involved in commissioning and funding nuclear power plants don't understand nuclear physics either.

The customer doesn't need to understand how the solution works, as long as they can understand that it would solve their problem (in the case of the power plant: producing "clean" energy) and any potential drawbacks or limitations (in the case of the power plant: the waste byproduct).

The point here is that as a "tech person", it's your job to help the customer understand the cost of what they're asking, and come up with a satisfactory solution based on your understanding of their needs.