I think sometimes it may be that film is not on the people's "radar".
It can be straight in front of them but they don't see it as it has no relevance to them.
They stopped using film 15-20 years ago, like everyone else because they went digital and they heard/were told that film was dead.
I used to regularly have customers tell me "no one prints photos from their phones anymore" yet they were in a queue (line) to use one of the many digital photo order kiosks.