I know, but I have no problem saying it because I'm of the belief that fanboys are killing the general perception of comics and preventing them from reaching a wider audience.
Many people are intimidated by the whole "comic shop" scene because it's not in their personality. I cover my face and make sure no one I know is around before I walk in and out of my local comic shop. Hell, Batman's the only superhero I can really get into because his world is (somewhat) reality-based.
It's too complex to understand years of continuity and how every book ties into each other in some sort of way. I have no interest in reading The Flash, for instance.
Many people don't realize great comics like Maus, Persepolis, Ghost World, etc. exist because there's so much emphasis on superheroes. I think it's essential for comics survival to promote more comics like these, and get out of the comic shops and onto newsstands/have more prominent space in Barnes and Noble and Borders.
These people would be something I like to call "ignorant." It's not that hard to imagine or consider or perceive or know that there's more to the comics medium than the superhero genre, just like I'm sure that people don't need to know that there's more to the written medium than the novel genre or more to the novel genre than the fantasy novel subgenre.
I have no interest in reading The Flash, either. In fact, I don't. I read very little DC, not because I dislike their cosmic stuff, but because I've always been a Marvel ****e, and increasingly an independent fan. I read Batman-oriented stuff: Batman, Detective Comics, Nightwing, and Batman and the Outsiders. Am I reading Final Crisis? Yeah, I am. I like Grant Morrison. Do I need to know all about the DCU to truly understand what every little piece and bit is? Well, probably. Does it prevent me from enjoying the story and grasping what Morrison is doing in the grand scheme of things? Not at all.
Something like this actually came up on my friend's blog - Tim Callahan, blog GeniusboyFiremelon. Someone was whining about how much stuff Morrison was drawing into his "Batman, RIP" storyline (the most recent issue, for instance, drew heavily from the events of Batman #113, I think - do I know this? Nope. Tim told me.). The average reader can still read "Batman, RIP" and get it and enjoy it and it'll be a good ol' Batman story. People who know all about the Batman line's history, or are willing to do a little bit of old fashioned research, well, they'll get a reading of all the little extras. What's wrong with this? Why can't superhero comics require some research and intelligence on the bit of the reader? It's no different from reading a piece of literature.
There's nothing wrong with how the superhero genre works. If there's something wrong, it's with the reader. If the way DC does things doesn't float your boat, I'm sure you can find an independent that does stuff the way you'd like. Read IDW's Transformers. It's all primarily written by Simon Furman, there are few titles, and it's all in its bubble.
And if you actually, literally, cover your face when walking into or out of your local comic store - wow, that's sad.