When I was looking at tartans for my first kilt a few years ago, my father was looking over my shoulder. His comment was that if he were ever going to get a kilt, he'd want it to have a lot of red in it. I asked why and he said that he thought it looked "more traditional." When I showed him that there were a lot of tartans that had absolutely no red in them he was a bit surprised, so yeah, I'd say a lot of folks who haven't actually done some looking into tartan and kilts would be contaminated by the reds of "advertising" tartans out there.