My wife had a friend at work my first year here who was really really determinedly dense about this. Finnish, you see, doesn't have gendered pronouns, just the one word hän which refers to any person, and so in order to come out you have to go out of your way to use words like 'girlfriend', 'woman', etc. And this woman kept assuming I (the then-girlfriend) was a boyfriend no matter how many times Wax came out! She would correct her every single time with 'girl', 'woman', 'girlfriend', etc, and it never stuck. This went on for probably six months or more and she never did get the point across.