As a new Mikrotik user, I'll jump in here. I received my RB750G about a month ago, after I grew completely disgusted with the consumer SOHO routers. I knew almost nothing about Mikrotik, but I taught myself quite a bit by reading the Wiki, this forum, by watching the excellent training videos produced by Greg Sowell, and by just experimenting.
I agree that this router is not necessarily for "newbies" like myself. However, I do believe that there are many out there who know little about routers and have grown tired/frustrated with the SOHO routers, such as Netgear, Linksys, and the others.
Mikrotik would be an excellent alternative, provided it were easier to configure. However, Mikrotik is not a simple device, designed for the newbie crowd. But for Newbies, they don't need all the features. For these folks, perhaps Mikrotik could expand the features of the web GUI to include the features needed by most SOHO users. For more advanced users, they could continue to use Winbox for more advanced configuration.
Once the SOHO users currently using Netgear, Linksys, etc. discover MIkrotik, they will never look back. I certainly won't...