No. It's when the web site doesn't say who it's for at all, that's when everybody struggles. And understandably so.
People only struggle because of a self-centered view that everything is supposed to be for them, and things that aren't for them are a weird exception. A reasonable person will realize that the fact that they don't understand any of what it's talking about means they're not the target audience, and move on (or poke around out of curiosity).
Except that as a english speaking non american, this happens literally all the time with ecommerce?
It's not until I get to checkout I realise they do not ship to my country or want to deal with me.