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Chess is difficult to pick up, for one. It's an abstract strategy game, which is a turn-off for lots of people. Chess has no luck at all, which can make for a more pure game but does take away excitement (compare a blackjack table to a craps table for example, craps is all luck and look how rowdy it is!)
I just think it's too complex for most people. It's not complicated, but very complex.
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