Maybe they see the merits and dont care about them?

Logic is driven by emotion, it is merely a tool to most efficiently get the desired results, but these desires are not dictated by logic.

Some people do not value what Bitcoin helps achieve, or they value other things more.

From a neurophysical viewpoint, if you were to disconnect the prefrontal cortex from other emotional regions of the brain you would find it almost impossible to make a decision on just about anything. This happened to a lady already, as highlighted by Dr. David Eagleman's The Brain documentary.

Convenient link to the section I refer to: