Matt
You hit the nail on the head...The mass majoriity of the general public have absolutely no idea about shooting sports at all.
In fact, most people just assume that all guns have been banned already or that you're some sort of nutter. I still get the occasional "Michael Ryan" jibe by people at work/friends, etc.
Having said that however, in my experience a lot of people would readily take up the offer of 'having a go' if asked.
We can only improve the situation by doijng something positive ourselves. I find that many 'shooters' are just too apathetic about doing anything to improve their lot.....(don't get me started on the consultation paper...)
Maybe our New Years resolution should be for us all to make a concerted effort to introduce a friend to shooting during 2006 ?