How come when I try to help customers out by telling them about something that can help them....?

they dont seem to care?? Basically I work for a major credit card company and we offer a service that helps people protect against idenity theft and sends them their updated credit report every single month when it comes out. As well as about 7 other features that come with it. THEY CALL ME to check their balance or whatever then I tell them about it and only about 20% of the people say yes. That meas 80% of the people think that $9.95 a month is too much to pay for a service like that? We even let you try it FREE for 30 days. If you have ever been a victim then you it is well worth it. I guess my question is it is I feel I could say that this program comes with a million dollars and people would STILL say no because they dont want to be ';sold'; anything. Why is this still true even if it is something they should get?