Yes, especially if they've lived their whole lives in places that never really get below 40F/5C and have just learned about scarves from a) fashion and b) TV, but are now faced with a Midwestern winter for the first time as an adult. They'll buy a heavier knit scarf to keep warm and then not understand why it doesn't work very well. When I taught in western Illinois I made a point to tell my freshmen this every November or so and always always caught at least a few whose jaws dropped and had never really thought about it that way.