1) People are a bit nervous to try it at first;
2) You can start off slowly, get a taste for it and then attempt the stronger stuff;
3) It's good for sharing;
4) You'll get differing opinions on different types of dish;
5) It just won't agree with some people's tastes -- but they'll swallow it anyway.
... and a bonus 6) It's really hard to determine what the "return" on your investment will be.