Originally Posted by Agama
The main technical complexity is on the conversion screen, but this is necessary for the level of conversion control available. Perhaps a "Quick Convert" button could be useful for non-techies. This would simply convert to the user's preferred format using default options. Although this would only save 1 button press it would at least hide the conversion option dialogue.
In most cases non-techies never need to see the conversion screen. They can just attach their reader and hit "Send to device" - calibre automatically asks about converting if needed.