2 in 3 HDTV owners stupid

Somewhat in the same vein as "Not digital? No wonder.", I stumbled across this article: HDTV sales to triple by 2011, but owners too stupid to watch HD.

To summarise, 2 out of 3 people who own a big-screen TV aren't actually tuned into a HD signal. Owch.

Is it because manufacturers are making this whole "digital thing" too confounding for your average consumer, or just that the average consumer plain doesn't care about the quality of the picture?

I hazard a guess to suggest it's the latter. I've seen too many big-screen TVs in homes tuned into analogue signals. In all cases, the owner has managed to figure out how to make that 4:3 image stretch out to 16:9, further making my eyes feel like they're bleeding. And yet, they don't even know anything's wrong.

How do we as a society hope to make any progress when the average person -- the average voter (dare I say) can't even tell the difference between a pristine HD image in the store and the dismal image they're getting at home?