I have never met someone who thinks that reading is dumb, or who "looks at a book like its something the cat dragged in". If I did, I would assume that there are some serious underlying childhood issues related to the reaction, and then stick my nose back into my book.
Some people just don't enjoy reading. Some struggle at it, or they just can't find the time to get into a book. I didn't start *really* reading again until I read the Twilight series, it made me realize that even though I'm 26, I don't have to read classics or "smart" books and try to decipher meanings and that college encouraged mentality, I could read whatever I wanted (although its still embarrassing to admit that I love YA lit.) TG for my kindle, because I would be way too humiliated to carry around half the books I read.