Adults.. Struggle desperately with fiction, demanding constantly that it conform to the rules of everyday life. Adults foolishly demand to know Superman can possibly fly, or Batman can possibly run a multibillion-dollar business empire during the day and fight crime at night, when the answer is obvious even to the smallest child: because it's not real.
The 'medium' is unaware of its attractiveness, that's all. Everyone loves comics. I've proven this to my own satisfaction by handing them out to acountants, insurance brokers, hairdressers, mothers of children, black belts, pop stars, taxi drivers, painters, lesbians, doctors etc. Etc. The X-Files, Buffy, the Matrix, X-Men - mainstream culture is not what it once was when science fiction and comics fans huddled in cellars like Gnostic Christians dodging the Romans. We should come up into the light soon before we suffocate.