That's really the root of it. Unless I am actively searching for the exact something your small business offers, I don't care whether your business exists. I don't want to know about it. I don't want you to "reach" me. Your ability or inability to let me know that you exist is not my problem.

My browsing to a website (or watching a TV show, or driving along a road with billboards, or filling up my gas tank) does not entitle anyone to my attention.