Could be culture. We are used to films looking a certain way and TV looking different, everything else could very well be rationaizations. Not that it changes much about the situation, though.
I don't think the content association is the problem. The problem is that most people watch movies to escape from real life. It could be that higher frame rate is used for action movies e.g. Transformers and lower frame rate for dramas but I don't know how that would work.
Oh and any argument about "getting used to it" can be shot down with 3D. The world has had plenty of time to adjust and overwhelmingly still hate it.
As I understand it, the problem is that movies are an illusion and in order for them to work, the viewers must buy into it, which is apparently a bit harder with higher framerate.
I'd be happy to be proven wrong and enjoy a >24fps movie, but everytime I see one it breaks the magic badly.