Fish Sauce...What's the Turn Off?

I've been eating Vietnamese food all my life and if you're familiar with Vietnamese cuisine, you know that almost every dish (like this one) contains fish sauce or is accompanied by a fish dipping sauce, which I love!

Fish sauce adds such a great umami flavor, but many people claim they are disgusted by it. I think it's due to the idea of a sauce made from fermented fish that turns people off. But is it the truly taste they dislike or is it purely psychological?

What can I do to convert a fish sauce hater into a lover?

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