It would be nice if it was popular enough to be a choice a cycling newbie can easily become aware of. So they can have a fast bike and the chance to preserve the as new condition of their recent purchase.
Then people can still make a choice as to whether the process is for them, ideally not based on misconceptions.
If that's the threshold, there's a lot of stuff that falls short... like changing your own flats or even putting *any* lube on their chain. *shrug* When it comes to bike maintenance, a lot of people lack the desire and/or the inclination to do the work themselves and a waxing regimen isn't something that lends itself to being done by the LBS.