I think people just think that's what they want. There's a pretty good jazz club in my city and I've taken people there who normally wouldn't check out that kind of thing (generally my emo friends). They come away thinking the place is great.

I mean, I'm no jazz afficianado. I'm relatively ignorant about the subject and I'm not the kind of musician who has any interest in learning/playing jazz either. However, it's still one of my favourite genres and the jazz albums I do own (hard-bop, swing, mainstream/pop, bossa-nova and free-jazz mostly) get played quite a lot.