In reply to Chris Cree.

Completely true, of course. It's a "cost of doing business" - though that cost varies, depending on the market demographic you target. The demographic that expects Themes to cost $25 is considerably different than the demographic that is fine with paying $100 for a Theme. The latter generally better understands that learning how to use WordPress is different from installing and setting up the Theme they just purchased; the former often has a much stronger entitlement mentality, and expects to be hand-held through everything as part of their $25 expenditure.

There are different ways to deal with that dichotomy:

1. Target one demographic at the expense of the other

2. Find ways to mitigate/minimize the higher costs of doing business with one demographic, such as building in an on-boarding process, building a knowledge base, FAQs, canned email responses to frequent, Theme-unrelated support questions, etc.

3. Ensure that every aspect of the Theme that requires special "set up" integrates as consistently as possible with core features, UX, and UI, and that the Theme works, by-design, with Plugins - either explicitly (e.g. building in WooCommerce integration) or implicitly (using hooks properly, staying out of the way of SEO plugins by not mucking up content, etc.) - to minimize the learning curve and pain points.