You need both some technical / crypto background as well as some financial knowledge, but the business aspects cannot be understated. I think that what is keeping a lot of people at bay when it comes to bitcoin is the difficulty in understanding how it works. If someone accepts bitcoin as digital money / gold it's pretty simple to use, but if someone wants to understand further how or why it works it becomes quite complex for the layman.
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Yes, certainly there is that fear of magical money systems. But I'm not sure it is entirely that - plenty of people ride in cars and planes and use the telephone without knowing how they work. I think a greater part of the fear that people have is simple lack of solid answers to difficult questions:
"How do I get back on the ground?" --> "It's called landing, you do it at airports, it's safer than driving to the airport."
"How do I get my money back if it is stolen?" --> "You can't, you're screwed, take better care next time."