Food label boredom?

The USDA has just come out with a new study documenting declining use of the Nutrition Facts labels, especially among adults too young to have known anything about them when they first came out in the early 1990s.   Now that trans fats are zeros, the only thing people look at these days are fiber and sugar.  To this one-track mind, this is another reason why calorie labeling is a good idea.  Why don’t people look at calories on package labels?  I’m guessing because they get confused by the serving size.  About five years ago, the FDA proposed a way to make calories more prominent but nothing ever came of it (too much opposition).  I still have hopes.