As a 36 year old in this sport, I have friends my age I have brought shooting. But I can't get any of them into the sport because the cost to join is so high when these people are neither reloaders nor own any of the right guns either.
I am just fortunate enough to have a high income as an engineer and other than my gun addiction I am very fiscally responsible, as is my wife.
Time is another factor. I have a Dillon XL650 that is all setup to rock n roll out 45 colt and I struggle to have the time to keep my guns fed most months. It's just hard to find time in the garage with young kids that I have to keep a close eye on (my 2 boys are hell on wheels!).
As Dog Meat Dad pointed out, 22LR rounds can be bought for under 10 cents each right now. In my area the only primers in stock are also 10 cents each so it's significantly cheaper to shoot 22LR than to reload anything. So with 22LR not being an official category I think that makes it hard to hang on to new shooters who know they can't shoot at bigger matches otherwise if they so choose to in the future.