I think that chess is something people find hard to start on their own; if their parents aren't interested or their friends aren't it's unlikely they will get into it.
As for the perception of chess I personally feel as though most people respect it but as with most populations there is the few rotten eggs that tend to hate on it but I tend to imagine these people are probably rotten about most things.

I wish all schools mandated chess and kids were taught to respect it and play from an early age; end all this ADD crap.
I really hope this never happens. If you think people hate chess now just imagine how much worse it would be if they were forced to play it in school.