Most people I've come across want to JB but won't because;
A) they don't know how
B) they're scared of messing up their phones
C) voiding their warranty (hahahahaha)
D) encounter some moral dilemma
But when I show them some of the fun goodies that are available with a JB, it's like WOW! can't believe you can change fonts, use widgets/themes, get better notifications, etc.
If JB'ing were as easy as clicking a button on their phone without encountering any issues from doing it, I think more people would, at the least, try it and see what goodies are in store. I think some people are just afraid, not against, the thought of JB'ing. While others, simply could care less and are perfectly fine with a stock iPhone.