When most of us hear "test," we don't associate it with very many positive things. Testing means performance anxiety, being judged and the very real and quantifi able opportunity for failure.
That's why so many people neglect testing their marketing, despite the fact that nearly every authoritative source on the subject screams how important it is. It's one of those things you know you should do, that you really ought to do, but you don't - kind of like stretching before a workout.
It's avoided for a few main reasons. First, you think that you can accurately predict what the market will respond to without testing. Second, you don't know how large of an impact testing can have on your bottom line. Lastly, it's been made to seem very complicated, so you don't even get started.