Part of the problem, is marketing, or lack thereof. Heck my parents own two HDTV's, but they keep asking me "what is HD Radio?". Also, there've been a lot of observations posted around here, about HD Radio shopping experiences. A lot of the posts have stated how for the most part, stores are disinterested in the technology and don't provide even a decent setup allowing potential consumers to test them out.
What I think all those stations that have installed HD transmitters, are going to eventually realize it was a wasted investment. Even KEOM has lost interest in it, in part because of the ridiculous fees Ibiquity wants.
There's also way too much competition with other products, like Ipods, etc. I find IBOC implementation is akin to applying a band-aid long after gallons of blood have already been lost.
And yes, it is about the content not the box, and to that point the stations should be working harder to provide quality content on their main channel, rather than throw up one or two HD channels of out-of-the-closet programming.
These posts about lengthy dead air periods on HD broadcasts, speaks volumes (pun intended) about how much the stations care about the technology, as it is.
R