Oh now you put me on the spot
It's much easier to criticize then actually come up with good ideas, let me tell ya.
Anyway, maybe if there was a way you could actually guarantee a specific performance increase, instead of simply "gaming network optimization." Such as (for example) a 10% guaranteed overall performance increase or their money back. Then you wouldn't necessarily have to tell the consumer precisely what you will be doing (as this may trigger the do-it-yourselfers to do some searching), but it will still be 100% legit as long as you deliver what you promise. As you stated, the target audience will be low-tech gamers... so this sort of guarantee may also give them piece of mind to what they can expect in terms of raw bang for buck.
Over all you make a very good point with - "the average tech support customer does not try to do any research (or doesn't know how to do it properly) on their own and prefers to have someone else do it all for them and is willing to pay for it." - So my comments may have jumped the gun on the whole idea a bit prematurely, since I find it very difficult to come up with any substantial improvements.