This is a great point in that design for an older demographic is not actually about 'designing for an older demographic'. It's a call to go back to the principles of understanding intent and purpose. The end result is good design, not just good design for older adults.

From an overall design process, strong consideration needs to be given to the functional reason as to why someone who didn't grow up with with technology would decide to use it. It could be as simple as a need to communicate with grandchildren who live far away, or it could be as complex as finding ways to retain independence and being self-sufficient after moving into a retirement residence. This question needs to be asked before venturing down the design-path, "how much closer does this service get the user to fulfilling their need?".