A friend I work with was lamenting how dull his old Henckels are. He's one of those guys who absolutely lives for food, and is very disappointed with the performace of his cutlery. Like most Henkels owners, he paid decent coin for his knives and assumed he was getting the best there is. He really had no idea about this thing of ours, so I showed him some Korin catalogs and pointed him towards some familiar websites to show him what was out there.
I brought a couple of buckets of stones to work and a few representative knives-- a gyuto, usuba, and yanagi-- and got to see one of the true delights of this hobby: the look on a guy's face when he has that "holy crap" moment.
It's so easy to get folks interested in this field. All you have to do is show them.