It is the late 90s and I am a software developer who also gets brought into a lot of web projects. Many clients don't really understand the 'net at all:
Client: The page background is too dull. It needs to be a brighter white.
Me: It's already #ffffff; that's the brightest white possible.
Client: It's still too dull. Fix it.
Me: Try turning the brightness control on your monitor up.
Client: ...That fixed it! That's great!
Client: So how do we turn up the brightness control for everyone who visits the site?