Do they stay informed with reading a newspaper with a technology section? Or have access to a television that offers economy channel? They are bound to have heard of it at least once in the past 2 years.
Without electricity being constant then I can see it being a problem. Having steady access to that resource would be a priority on my list of living necessities. More than having a new crypto currency in my life.
But maybe they should start to teach it's use in schools as a developing innovation, like the computer was introduced 35 years ago into school text books.