Disheartening aint it.
I encounter it too from people who willingly splash out on Plasma TVs, state-of-the-art surround sound hi-fi and other luxuries. Others who spend a large part of their income on gambling and drinking.
On holiday a few years ago I was having dinner with eleven other holiday makers. The discussion turned to reading and each and every one of those 11 guests proclaimed that reading was a waste of time. I tried to defend my great passion but the tide against me was too great -- plus they shouted louder than me.
Do these non-readers lose their comprehension skills so they don't know what they're missing?
I am glad my daughter is a bookworm and takes after me in this respect.