That just tells me we should look at the 20 percent of the population which doesn't believe in this nonsense for new members. Assuming the U.S. has an adult population of 200 million, 20 percent of that figure equals 40 million prospects.
If you understand Pareto's insight, you'll see that quality matters way more than quantity:
http://www.edge.org/q2011/q11_6.html#shirky