Lots of my friends I feel are on a lower level of awareness overall, and they're just too preoccupied to seriously consider anything that's not mainstream. I used to tell them all about the cool stuff I was reading, like Buddhist philosophy, and Tao Te Ching, (and the current topic of LDs of course), but they hardly show interest in it; sort of like "Oh, that's cool... so at work my boss blah blah..." Oh well.