The fact that you assume that people are born with innate knowledge of what products are good and bad scares me.
That's how materialistic our society has become. Now, I like my toys and audio gear as much as the next bloke. But people aren't born with the knowledge. And they are not inferior because they don't know about it. They were fooled by marketing and brand recongition. Big deal.
People drive in cars, or deal with vehicles every day. Do you know everything about cars? Is it fair to me to call you a MORON because you can't rebuild your engine?
Just because you've done the research doesn't make you superior than your family or peers. Your audio reproduction might be superior, but they aren't morons for not studying every detail of the audio world. Maybe they just aren't into it. If they were into music and audio, then they'd be eager to learn. If not, who cares, you know the difference.
What is silly, however, is when people feign expertise on the subject. When corrected by someone who has more knowledge on the subject, they still afirm they are right. But it doesn't really bug me. They've been corrected. Whenever I'm in the opposite end, I always make it a point to learn. If they choose not to learn, that's their problem, not mine. Why you choose to make it yours, baffles me.
If your mom thinks Bose is the best, correct her. If she doesn't want to be corrected, she's got bigger problems than liking inferior over-priced audio gear.
I think the attitude of the pretentious gear-geek is much much worse than the minor ignorance of the people who don't know which products to buy.