Well, after all, all they hear is... wait for it... music! And ibuds do that as well. It IS possible to enjoy music on pretty much anything. It should be about the music.
Good sound reproduction enjoyment is a learning curve. A big one. Once upon a time many of us didn't know what "good" was either.
I always trick people. They know I like sound "stuff". I let them play there favorite song through some very crappy skullcandy on ears. Sound signature: Old telephone like mids, no highs or lows, the end.
Then they spot something else. I let them try that and the learning effect is immediate. Eyes bulge and they go: "Now that sounds really nice!"
Presentation is key. A good thing with speaker or headphones is playing Pink Floyd's track "Wish you where here". Turn it up to a healthy volume. Press play and wait for it. Last time I did this my mom looked around and then exclaimed: "OMG I was wondering who is playing the guitar!?!"
Ok, that is kind of tricking people, but many need to learn and compare before they can understand. Makes sense, right?