Is changing your intellectual sophistication hard?Uhm, how isolated are you from large swaths of society, to ask this question? The answer is yes, once a person matures into adulthood if they haven't acquired this and an appreciation for learning they almost certainly aren't going to. There are people who regard most intellectual activity with disinterest in the best case, and outright hostility in the worst. This group of people is known as "almost everybody in the world".
As for what to do with them, probably the most consistent approach if you want to stick to something resembling market economics is to let them starve. My objection to that isn't so much moral as it is practical (i.e. I dislike riots), and I favor giving them money instead.
