Are People Afraid of Science Fiction?

Are producers afraid to call their shows science fiction? Here's an article discussing just that. Terra Nova, Lost and other TV shows have avoided the label, but why? Most likely it's because science fiction is seen as geeky. But when you put out a TV show it has to be cool and hip. Though, in the case of Mr. Braga it's probably because he hates science fiction.

TV shows reluctant to accept sci-fi title