This is done to persuade them that the USA should go metric too. What is not said is that this is deeply unpopular in Britain.
Women are significantly more likely to prefer customary measures than men.
The findings have been passed to the British Weights and Measures Association. Research Services Ltd. This research has been designed to test the received wisdom. To see whether they actually want all the goods they buy, and all the instructions and articles and recipes they read, to be wholly metric. The BWMA was founded in 1860 with the objective of preserving our traditional system of measures. The European Union has passed directives which call for the metric system to be used throughout Europe.