Some people are "clueless" about such matters because there is some "cost" in time or resource to get "clued in" on these programs and the real value they can provide. (There is even more "cost" involved in doing a comparison of relative value.)

I've met a lot of frequent flyers who don't really care about these programs since it's more a residual of their work travels than their interest. That or they stick with one program completely clueless about the better options out there.