Some people listen to music that simply doesn't include very-low-frequency bass (i.e. organ music) or powerful bass (i.e. techno/rave music), so no need for a sub.
And as I quickly found out during my three years of selling HT gear, as has been said already, some people just don't care about having the entire bass spectrum reproduced.
But as I've whined about here before

, I think a lot of the resistance to subs is because many people have never heard one - at any price point - that has been properly set up. I've walked into many homes with subs where:
* the sub's volume level is much too high, resulting in a completely unbalanced effect & ruining the music's or movie's intended effect.
* the sub's crossover point was not chosen correctly resulting in a boomy sound, usually because it's set too high, or an entire chunk of the sound spectrum is missing because the sub's crossover was set to say, 60Hz while the satellites' crossover was set way up at 150Hz.
* the sub's distance setting (and phase setting if provided) on a surround receiver's speaker management system not set correctly.
FYI: the above three settings are now usually handled by a receiver's automatic speaker set-up system, which uses a microphone and a series of test tones. Even entry-level models now usually include such a system (known by various names such as MCACC for Pioneers, YPAO for Yamaha, Audyssey for Onkyo & Denon).
And lastly, another significant reason for bad sound and which unfortunately can cause arguments with your S.O. :sigh::
* sub was in the wrong location in the room. Lower bass sounds are
very sensitive to the part of the room they are generated in. And in less extreme situations, I've seen where moving a sub just six inches made an audible & positive difference, but that would have made it visible from the couch, so back it went.
For example, I've regularly seen subs placed on top(!) of large RPTVs and even inside entertainment cabinets, IMO
definitely not places where you want a sub to operate.
Like anything capable of doing something "extreme", like a powerful car or a bottle of Tabasco sauce

, if a sub is not used properly, instead of adding enjoyment it can end up ruining the music/movie experience.