Hand a person who knows nothing about radio, SSB, AM, FM, whatever, a SW radio or an FM Radio.

Tell them to find a broadcast. I’ll wait.

Look, I’ve messed with HF, and the term hams use “working” a band or mode is 100% true. It’s work. Yes, you can dial around and hear something with ordinary SW, but I’ll go to the evidence in the case of recent and real major widespread emergencies (Hurricane Sandy, West Coast Wildfires, Blackout in Puerto Rico) and I can’t find anything where SW radio as a broadcast medium was used to communicate with the general populace.