The author doesn't claim that the point is to get everyone to love it. The author claims that the point is to get everyone to realize what mathematics really is.
From TFA:
SALVIATI: If everyone were exposed to mathematics in its natural state, with all
the challenging fun and surprises that that entails, I think we would
see a dramatic change both in the attitude of students toward
mathematics, and in our conception of what it means to be "good at
math." We are losing so many potentially gifted mathematicians --
creative, intelligent people who rightly reject what appears to be a
meaningless and sterile subject. They are simply too smart to waste
their time on such piffle.
SIMPLICIO: But don't you think that if math class were made more like art class
that a lot of kids just wouldn't learn anything?
SALVIATI: They're not learning anything now! Better to not have math classes at
all than to do what is currently being done. At least some people
might have a chance to discover something beautiful on their own.
SIMPLICIO: So you would remove mathematics from the school curriculum?
SALVIATI: The mathematics has already been removed! The only question is
what to do with the vapid, hollow shell that remains. Of course I
would prefer to replace it with an active and joyful engagement with
mathematical ideas.