Split user preferences menu into sections

How do people feel about the idea of hiding “advanced” options in each category from new users?

I sat next to a non-techie user as she worked her way through the preferences and she was so confused, it was quite uncomfortable to observe.

Could be an “show advanced options” to unlock the more esoteric preferences (and this would allow more UI space to explain the options in plain English)

Either that, or “unlock” more advanced preferences (e.g. User card background) using trust levels - that way, new users won’t be intimidated, and it also gives a touch of gamification?