Well I'm just stating the truth. Most people don't like thinking about things.
Look at it this way, how many people read the manual to program their VCRs/DVD Players? They're all usually pretty easy to set up IF you read the manual, but most people don't want to put in that little of bit work.
Science fiction is in that same boat, at least the hard variety. If people don't want to put in a little effort to understand some of the plot points, then the story is lost.
Take the movie primer for example. The fact that it REFUSED to dumb down is what made it so fascinating. At no point did they try to explain anything in layman's terms. That's why the movie is one of those "love it" or "hate it" types. The people who find the lack of understanding interesting (the puzzle element to it) get the most out of it, because they actually have to focus on what's going on. The more you pay attention the more you get out of it(hence why movies like Primer and Donny Darko are so popular for multiple viewings). In the same vain, a lot of people hated the movie because they didn't get it, or refused to put any thought into it.
I'll say TV is the same way, as are books. Most of the stuff is targeted to the lowest common denominator in their respective markets(so as to tap the largest possible revenue pool), and unfortunately Hard Sci-fi just doesn't work well like that. You can't dumb it down, and that's what kills it. BUT when a person does get the courage to go balls out, and run with a Hard Sci-fi story it can be so rewarding.
Just looking at movies some of the best science fiction ever made was hard sci-fi. Blade Runner, Gattaca, 2001 Space Odyssey, Children of Men, etc. What all of them had in common, was that they were really thought provoking because the worlds they portrayed, while non-existent, were things that were conceivable. I could see something like 2001 happening in my lifetime, or perhaps that of my children or grandchildren. The stuff talked about in Blade Runner is actually becoming an issue. What does it mean to be human, especially as our science progresses to where we can create synthetic life? This was a far out idea 25 years ago, but now it's reality.
Don't get me wrong. I'm not insulting the intelligence of everyone who doesn't like science fiction, but I'm just stating the truth about people not liking to think about things. People just aren't like that. You wouldn't believe the idiot proofing I have to do in my engineering work, or how I'm asked to help out with something and the problem is that the person didn't read the manual that came with the product. People are lazy in general(myself included), and a story that requires the reader to understand the material is inherently going to be harder to sell regardless of the genre.
I wonder if, with the growing pervasiveness of technology in our lives, the idea of "hard" sci-fi seems then almost too threatening? Too much the shadow hovering over us? Perhaps it's a trend that speaks less to our entertainment needs, and more to our deep-seated fears?
Just a thought.
I've thought the same thing. Hard sci-fi is unique in that aspect. Historically speaking it's been very accurate, especially when describing ethical dilemmas, and maybe that puts some people off.