I once attended leadership training at McKinsey with an amazing talk by famous classical conductor Benjamin Zander. His saying was, “everybody loves classical music, but some don’t know it yet.” I think the same is true for good sound. I was lucky, I got exposed by Mike Kay to the IRS system at Lyric. Once I heard that, there was no going back.
This is true. When non audiophile friends and family visit me in London I have taken them to classical concerts and they have loved it where the concert was good, and did not when it wasn't. I ask them to listen to a a few movements of the concert before you on youtube, twice, so that they have it in the background before they attend the concert.
I have also observed that hosts who say they are not interested in classical enjoy the music when good LPs are played. Some get converted.