I think that it's a matter of education, then. I think that MMA (and any of its constituent parts) is one of those sports that, the more you really understand about it (especially through practice,) the more interesting it becomes. Actually, I think that if you just go to one BJJ class with an open mind, you'll be impressed by how technically interesting it really it. You're in Toronto, right? I think that there is a 10th planet school there. That's not a bad idea.