As has been said before - some people have no interest in tartan, some are obsessed. I am from Angus but have lived in Edinburgh and Perth for a long time so tartan, the wearing of and use in decoration, is almost ubiquitous.
On the other hand, there are parts of Scotland where the only tartan that you will see is the Camel Thompson/Burberry tartan on the local neds.
As an aside, I now live in Colorado and often get a blank stare when I mention tartan. When I explain what it is the almost universal response is "Oh you mean "plaid"". It is interesting how an item of Highland Dress has become confused with tartan.