Actually, what someone does not know is a not just a problem. It is a huge one! Expect ordinary people to still have fear when Bitcoin is the subject.
Personally, the time I knew nothing (or little) about Bitcoin, I never dreamt about investing in it. However, having come to know a little bit beyond just its name, is why am here.
And that's why for some, they don't want to know about bitcoin. They have no plans of investing in it. Even they knew about the existence of it when they knew the volatility of it, they might reject investing in it.
We are all ordinary people here the only difference between us bitcoin enthusiast and those who are not is that we take the risk. Because we knew there is something much deeper when we first heard the word bitcoin. And maybe some of your friends are afraid due to extreme volatility of crypto market, unlike stocks, investing is much riskier. But high risk high reward game is much more fun to play. But be sure to play with caution, backed by knowledge.
Yeah, the volatility is what they're scared of. They're not willing to take the risk of it and even they start knowing it but when they're afraid of volatility, they'll decline.