It starts so well.

Promotion and demystifying of an online service tuned to the target audience:  check

Silver surfers: check

Actor from a sitcom appealing to the target market:  check

Government services online:  check

Faster and easier than having to queue up at an office:  check

Online guidance which takes you through the form line by line:  check

Service completed within the chosen channel:  whoops

ssa screen:  we'll process your application and send you a letter in the mail