People just are not used to there being hockey in September. It may not get traction until the elimination games. I suspect you'll see pubs full of red jerseys for those, especially the final - suddenly everyone will really care. But probably not until then.
Part of the issue might be that of the 4 games I've watched in bars so far, only one actually had the sound on. Even the bars don't seem to be promoting it as something that should cause you to want to come in and have a beer and watch. A hockey game where the home team is playing with the sound off in a sports bar basically signals, "this game isn't important and you shouldn't care".
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