I think that the biggest problem here is that the person knew little to nothing about how to make a printer work,
reminds me of that riverside robots guy that wrote a simillar review, "I can't make my printer work, therefore my printer is shit, the company that made it is shit and the whole 3d printing thing is just a joke"
Being "moderately Tech savy" is the bane of most actually tech savy peoples lives.
the phrase moderately tech savy is why just about everyone in finance departments across the world break their computers thinking that they are clever!
I hate to say it, but the first clue that the guy wasn't actually all that tech savy was his job, as a journalist.
My ex was a tech journalist, (like a real one who's been published world wide in print not just online and gets paid for it), it's not that she's not tech savy, indeed she really is and has written plenty of technical reviews etc, but I'd doubt her ability to open up a printer and just press go! and have it all work right... it's just that 3d printing is quite unlike anything else.
being tech savy just doesn't really help when it comes to 3d printers.
you either need a LOT of time to read through and search the forums here, and the google group and the reprap pages, or you need a really good guide, or someone who knows what they are doing and is really patient sitting next you!
the question about a tool kit is a weird one.
When I bought my printer I was "promised" a tool kit with it.
that statement later change to "whilst stocks allow" -because as we know many years ago the guys at solidoodle couldn't figure out how to write stock levels in their online store 
now you sell tool kits. -this is not something that people are going to think they need, so honestly, as well as a printed manual you'd be a step closer to better support if you did include everything in the box that would be needed. then instead of saying have you got xyz, you can say, use the smallest hex key on this part.