I've given up convincing my family of the wonders of merino wool. I've converted a few friends. The bf has a couple of pieces that he does wear all the time, but he doesn't really rave about them so I don't get him more (and he puts them in the dryer which makes me want to kill him)

I've done better with my cousins in Scotland - they continuously want me to buy them merino and ship it to them.

I once bought my older brother an arc'teryx shell - he didn't want it because it looked too star trek, and kept his north face shell jacket.

Ah well.