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The data collected for creating a persona helps you make informed decisions rather then just guessing. This allows you to automate things for your persona thus reducing cognitive load. 

For example, some basic persona data may show that most users have windows because it came with their computer , use internet explorer because it's the default browser and have never burned a CD.

Using this persona data you could then begin to remove the cognitive load of the Linux installation experience. Allow the user to download and run an exe instead of an ISO. Automate the hardware detection, partitioning, and rebooting of the computer without needing to burn a CD. Automate the migration of AIM to GAIM, IE to FireFox, etc.  Make it so easy to change that it's two inches away.

Of course cognitive load and persons doesn't stop with the software. The entire Linux story needs to make sense...

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