This is is extremely evident when teaching those new to cryptocurrency. I've explained crypto to hundreds of people that have never heard of it, and it was quite the challenge at first. At first people were much less receptive, because I spent too much time describing the technology. I also played the numbers game, sending out countless messages and emails to target organizations. That didn't work so well, because it's a very impersonal approach. What people really responded to was an in person explanation of the basics, and benefits of digital currency. About 25% of people I've spoken with were turned off by the word cryptocurrency, and they all gave the same reason, "because crypto sounds like a virus". They felt more comfortable when I referred to it as digital currency.