I know a couple non-techies that complain if they have to play with keyboard controls. My brother for example complains that he doesn’t want to play Pac Man on his PC because you have to use the keyboard and it is unnatural. My wife (whose favourite game back in highschool was LadyBug) is the same. She would much prefer using a simple joystick. I personally find the game pads these days are too complicated. There are too many buttons and many of them are close together… I don’t know how many times I wasted a smart bomb playing Titan Attacks with my game pad because I configured the controls with a = fire, b = smartbomb thinking I can easily reach both of them with my thumb… too easily apparently 
Back in my day … (when we walked 10 miles to school uphill both ways…etc…) I had a simple joystick with a single fire button and I liked it. The Atari 2600 joystick suited me fine :). These days I would say that you need two buttons and a joystick, anything else makes the control too complex which leads to the game becoming “un-fun”.
Obviously I’m not in touch with the new game boxes that have two direction pads, two analog sticks (which I find impossible to use) and about 17 other buttons on every available spot. ;D