Fads.
People who think "Witch" and "Wiccan" mean the same thing.
Those poor little dears who can't recite the Rede, The Laws, or even The Pyramid, but can quote, verbatim, lines from Harry Potter, Twilight, or the Lord of the Rings.
Those that can't recognize real magic, unless there's sound-effects & CGI "Sparklies"!
Anyone who can't see through Oberon Zell Ravenheart