Like I said, wanna be hipsters who want to attach themselves to something cool. (Analog music, photography, whatever.)
I was saying that analog was cool, not the customers ;-)
But... Some tiny percentage of those people (often teenagers) will find themselves falling in love with a medium that will stay with them for life.
Honestly, I'm a grown-up, dedicated amateur with a reasonable grasp of photography. And I don't shop at Freestyle. If I was a clueless 18-year-old (which I was once) I wouldn't even know where to start. UO might be the only chance I have to randomly stumble across rolls of medium format film.