i'm not going to read everyone else's replies, so excuse me if i'm repeating...
as a female, i started out just putting up w/ it, as long as there was enough lube. ie, A LOT. now, i've come to enjoy it, and the fact that my boyfriend likes it so much makes the slight discomfort that may occur, well worth it.
to answer your question about guys benig into it though, i've come across about a 50/50 match up. just depends on the guy, i guess