Recruting new players - Mission Impossible?

[Tricon]

Dominions problem is somewhat like the "wargame problem". On the one hand you have a beautiful board with nice (albeit very limited) pLastic pieces like, for example, Axis and Allies, on the other hand you have an "ugly" 2000 cardboard counter game like .... lets say Third Reich. Both are great games, but if the average gamer came up to a table where both games would be in starting set-up, most would probably choose A&A. This is a rather lame comparison, I know, but it resembles what I've come across with dom2. I showed a friend of mine Dom2 and Medieval :Total War. He definately liked both games, but guess which wanted to play more... .
(On a happy sidenote, now that 5000 miles are between us, he gives dom2 serious consideration because of its good pbem ability.)