Empowerment (Dude or Man or Sister or)

From Mark Bernstein:

For export, Tinderbox pretty much expects users to have, or to pick up, the rudiments of HTML. This ought to be straightforward, but it hasn’t been. At this point, it seems to me, knowing the elements of HTML markup is simply part of what we expect every educated person to know. Everyone needs it, it only takes an afternoon to learn. The resistance has surprised me.

“simply part of what we expect every educated person to know”. How do I get students (and staff) to understand this? Not knowing even basic HTML, is like, is like, not knowing how to use a library. It isn’t that this skill is so essential to what you need to do everyday. It is that it so empowering when you know how, and do it.