I think the key here is to focus on the differences between graphical and technical customers. Graphical customers are probably more interested in creative, visual outputs like fine art and banners, while technical customers would need more engineering-focused documents like schematics and CAD drawings. I'm feeling good about this.
The data-link layer sounds right to me. PPP is responsible for establishing and maintaining point-to-point connections, which seems to fit with that layer of the OSI model.
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