Remember Kathy Sierra's concept of a "badass users"? A user doesn't care about your product, user cares about his context. He doesn't want to be better at using your product. He wants to be better at what he's doing. A user of a digital camera doesn't want to be the best at using this particular camera. He wants to make stunning pictures.
I am gonna tell you a secret. I don't like to do customer interviews. Yes, I know. After some many articles when I say it's the most important part of PMs job - I personally don't like to do them. Until I am actually doing them.