The problem is that as soon as you put the word "software" in front of the word "patent" during a discussion you can actually see eyes glaze over and brains shut off in the person you are talking to.

It's just easier for representatives to ignore this. That or they see the issue as niche, and therefore don't pay attention.

Yes, the same ridiculous rules that apply to software MUST apply to something more mainstream so that it gets noticed.