50% of HDTV owners do not have high-def

The headline says what we all know. In fact, I was surprised that 50% of HDTV
owners are using high definition on the set. I would have thought it was around 30%. That may sound funny, but I sell TVs for a living and many people are willing to drop $3000 for a nice Hitachi plasma but will not upgrade their cable or satellite, and if I try to mention an antenna they look at me like I am crazy. Sure, I use a salesman's analogy to try to get my point across that this is essential for their investment but still, they will not budge. You get some people that are all over the HD but most people just want that widescreen picture with normal cable.

Part of this could come from that 23% of people think that they are watching HD when the networks put the little HD
logo at the bottom of the screen. This study found that 18% of people thought that just because they are buying an HDTV they would get high definition. While this can be true with QAM tuners and cable, it should not be taught as the gospel.

Why do people not want to upgrade their cable? I just do not get it.