Although, we don't seem to have heard from the 'at least petrol hasn't gone up, I put £30 in every week like I always have' brigade yet.
It's weird, isn't it, because almost everybody understands the principle with petrol and diesel. Most people know that a bigger or faster car will not do as many miles as a smaller or more ordinary one, and thus they realise the inherent choices they make that mean they will pay more or less to fuel their car.
I like to think that the 'doesn't affect me because I always put £30 in' folk are just trying to make a silly joke, but I wouldn't put it past some not to quite get it. It's similar to the other old one, where an 80yo will claim to be much fitter and stronger than they were at 20, because they can easily carry £10-worth of shopping in one hand now, whereas 60 years ago, they would have needed a wheelbarrow to move shopping costing £10. Surely most people are just being silly/jocular, aren't they?!
The media cut to the chase and just go to the shortcut capped price based on average usage, but this will indeed go over a lot of people's heads. It might help if they made a conscious effort to stress that a unit is going up from Xp to Xp, meaning that people using the average household amount will thus pay £X, but it's too long and clumsy for the headlines.
Plus, people hear the unit price of 7p and that sounds negligibly cheap; then they hear that it's going up to 15p, and that also sounds too cheap to worry about. It's true that a single unit is cheap, but your total bill isn't when you're using tens of thousands of them!
I think it's very unkind and unfair to label people as fools for this and say that they deserve what they get if they don't understand. Different people have different strengths and weaknesses. I always rein myself in and tell myself, when I receive an invoice from a tradesman that's full of terrible spelling and poor phrasing: "I wouldn't have made all of those mistakes. I would have presented a SPAG-perfect invoice. However, give me a hundred years and I still would never have had the faintest idea or ability to begin doing the perfectly and efficiently-executed job that's just been done, to which the invoice relates."