It is important to consider the needs and desires of the user before recommending anything. If I told you I was thinking about purchasing a vehicle, and was looking for some advice about which type of vehicle to buy, would you recommend a coup, sedan, SUV, pickup truck, or sailboat or motorboat?
To just arbitrarily recommend a wallet (or vehicle) is a silly thing to do. You are assuming that the person asking for advice will be using that wallet (or vehicle) in exactly the same way as you.
The better options are to either:
Take the time to figure out exactly what the person asking needs/wants, and then recommend based on that information.
or
Assist the person in learning the benefits and shortcomings of each option so they can make an educated choice for themselves.
Hence my "average joe" comment. I should have said "your average non-technologically inclined person". I'm just talking about the average user that uses the internet for facebook and/or buying things online once in a while.
It is pointless to explain the internals of Bitcoin and cryptography to a person like that. Trust me I have tried. However, my knowledge in both topics is quite deep. Therefore I think I am in the position to make that decision for them and if they trust me they will follow my advice.
In that case, what I do mention to them is that a web wallet should only be used for micropayments and that all BTC transactions are irreversible unlike credit cards.