Here's the thing: from thoso people's perspective, what's music for? For some people it's just a way to get some distraction, a background for another activity, a rhythm for dancing, or a highlight for movies and television. For us, musicians, composers, it means something much bigger and much more independent. For us, music itself can be enough, while most of "non-artist" people tend to need something else, like a movie, a scene, a diner, lyrics (especially these).
They don't know music as the art we know. One source for this problems is found in musical education at schools. As these subjects (not only music, but arts in general) don't have a proper treatment (if any), those people will grow up with no intimate contact with music. It will only serve as a tool for other things.
Of course this is not absolute; many people who were not stimulated at school will eventually become music lovers (I am an example of this).