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An anecdote:
When I've had people shoulder surf while I was visiting the site, everyone asked, "LessWrong? What's that supposed to mean?" (5+ people). When I explained that it was a rational community where people tried to improve their thinking, they immediately began status attacks against me. One used the phrase "uber-intellectual blog" in a derogatory context and another even asked, "Are you going to come into work with a machine gun?" They often laughed at the concept.
Nobody commented on the graphic.
You probably need a new set of friends/relatives/coworkers.