I suspect that this is in part the case. Possibly in part because they don't want to really think about what happens for them to be able, for example, to buy strawberries in December or mangetout with no pest damage or half a kilo of honey, at low cost. Perhaps there's an element of denial involved, especially given the power of supermarket advertising and perhaps it just doesn't seem real if the problems don't clearly affect them -- compare with the outrage over the horsemeat scandal for instance, when I think an awful lot of people were not distressed because they'd been sold meat of a different origin from that they'd thought, but rather because they might have eaten a lovely horsey.
James