KISS: Most people aren't into collecting flashlights. Most people grew up with inexpensive button press [on/off] flashlights, which worked quite well for me as a kid.
Size matters: Forget about AAA lights or 1-AA light for a non-flashaholic. As you know, most people don't play with flashlights, therefore it gets shoved into a drawer, back of the closet, night table etc. I've seen recommendations for the Maratac AA. At 2.9" long the chances of it being long forgotten / lost are greatly increased.
Interface: multiple back / forth head twists for mode changes such as minimag led, ITP A3 Eos etc. are not going to get used. Unless they're playing with it on a fairly regular basic, that feature will be forgotten.
Age dependent: I have a feeling some elderly people would appreciate larger lights, as generally speaking are not used to the diminutive size of modern lights / gadgets. I speak on behalf on my own parents and other elderly folks I know [all non-flashaholics]. Of course, there are exceptions.
In your budget, perhaps the Jetbeam BA20 [2 - AA] would work. 155mm in length. Click a button on tail, light turns on. Twist head left or right for low or high. No multi-twists required. Even if the non-flashaholic forgets about a head twist, the low mode should suffice when they actually need to use it. Run-time as we know, is pretty decent in high or low modes. Of course, we'd like them to use eneloops and the like, but for some people the chances of batteries being recharged is slim to none. Old habits of having alkaline batteries at your fingertips is a habit that is hard to break for a non-techy. Not an insult at all, just the way it goes. There's always the leaky prone alkaline problem, but what can ya do. You could buy them a decent charger of course and offer a 5 minute training session and hope that they recharge those eneloops every couple years.