For me it was just the initial perception I got. E.g. I only realized that the books were free after you told me. And yes, this is due to me evidently being too lazy doing an additional click. I don't mind paying for books, but not as a first step.

I did download and tried Pharo because I was intrigued by it from another person, if I just were to land on the website from some random link, I likely wouldn't have.

I think there could be some small changes in wording and presentation that would get a long way for people without any prior knowledge of the language. For example if you compare it to Rust (just content, not design wise)

https://www.rust-lang.org/learn