People who make broad assumptions about things they know nothing about. My boss doesn't read much, and definitely doesn't read fiction - she's mentioned liking Malcolm Gladwell, and I know she reads a lot of industry related stuff, but that's about it. The other day I had an omnibus edition of Empire from the Ashes by David Weber with me at work, and she saw it when I came back from lunch. In this incredibly loud and penetrating voice, she said, "Empire from the ASHES? Is that one of those...STAR WARS books or something?" I said, "No, it's not related to Star Wars at all, it's just a series by an author that I really like". She replied, "Are you sure? Cause there's like STARS on the cover and SHIPS, so it seems like it should be about that STARS WARS stuff. Or maybe? Yeah, it must be about Star Trek instead!".
Yes, because all science fiction is automatically related to Star Wars or Star Trek.
Back to bringing the Kindle to work, I guess. At least then they can't see what I'm reading. Although one guy has already given me a head-banging moment when he couldn't understand that an e-reader is not a tablet. He said to me, "Look at you with all your technology; a phone and a tablet! That's some expensive stuff!". When I told him it wasn't a tablet, it was a Kindle, he said, "it's not a tablet? But it looks like a tablet!" I told him, nope, it's an ereader made by Amazon, called a Kindle. "It's not a tablet?". Sigh...is reading so foreign anymore?