I work at a university and will be volunteering my time to run PFS slots every Saturday night during the academic quarter for the universities gaming club student organization.
At the beginning of the year (and sometimes again at the beginning of each quarter) people that are running games are asked to stand up in front of the group and explain the type of game that they are going to run. There are some 30 to 50 student members in the club. Most are students in the room although I'm sure we'd take anyone that wanted to run or play.
Most are RPG players or board game players or minis players of some kind. We rarely get anyone that doesn't have a background in gaming of some kind. I have yet to run into any students (in the club or out) that don't have some background in gaming because of the prevalence of MMO, Facebook games and the like.
Oddly there are few if members that have gone to conventions of any kind and have no conception of an "organized play" style. Most of the RPGer crowd has played home-games (high school level stuff) and some of the PVP conversions for D&D. The structure and constants of "organized play" are sometime alien to them and seem very restrictive.
If someone at Paizo or anyone else has an "elevator pitch" (2-4 min speech sales pitch) to explain PFS in a positive light and to some degree an organized play experience I would love to hear it.
P.S. I love organized play and have played at cons and at home for the past 15 years.