Goin' out on a limb here, but maybe a comic store is not *quite* the best place to accomplish that goal...
But if he's talking to the people who run the place it's probably the best venue to vent that frustration.
This guy should feel lucky. Now that comic book movies and TV shows are popping up everywhere, he gets to be the guy his non-geek friends turn to and ask questions. He's probably never been so popular.
That implies that "non-geek" people who see comic book movies care about learning canon.
Not quite the exact same example but when the LoTR movies came out, my brothers and sisters came to me to ask about what happens in the next movie -or in the case of the last one, what happens AFTER that- because I was the only one in the house who read the books.So yeah, it does happen.
All my sister asked after 'Fellowship' was if Sam and Frodo were gay in the books.