Non techies that I know hear 64 bit and immediately think that it's better. When friends show me a new lap top or whatever else, they say it's 64 bit. When they're shopping they ask if something is 64 bit. They don't understand why it's important, but they think it is.
(This is a joke: I know 64-bit ARM is substantially improved, but it's really not a big selling point to the general population anymore, is it?!)