I don't think we are talking about an invisible line.
- Developer/Designer - Someone that creates web sites for someone else.
- End user - Someone that uses a web site to promote their own business.
This is the same as the vendor customer relationship. One is the provider of services and one is the consumer of services. You can easily tell which is which by looking at who receives the money.
WebAssist used to sell to developer/designer and the developer/designer sold to end users. Now WebAssist is selling to both developer/designer and end users. This is the change in focus. You no longer have to buy developer tools to have a WebAssist powered e-commerce store.
It has nothing to do with the experience level of the one that buys your products.