When I was really passionate about electronic music, clubland, etc I used to talk often with people who felt that 'dance' music or DJ music just didnt appeal.. If you actually talk to them, find out what musical genres they do like, then select some appropriate mixes for them, very often the reaction is 'wow, I didnt know it would be like that'.
Theres hard styles and sounds for guys that appreciate the rock kinda energy (in fact these days rock crossovers and remixes of stuff like trent reznor have worked a style / genre all their own) then theres much softer things like Brian eno or the ambient sounds of something like Air / Moorchiba / etc which I think is sueforum.xxx tropical poolside music. Light dance and mellow hed kandi kinda sounds, funk or disco inspired sounds, gospel based house, vocal acapella and piano vibe, etc etc.
And to see a really good DJ work, who pulls the crowd in way, gets the flow right so the set has a build etc, that IS a performance, but its also more of a crowd DJ interaction and 2 way performance or performance with feedback perhaps.
I can also say that theres DJ's out there, with major names, that play styles of music that I too find flat of boring, 4 on the floor trance seems just dull to me, hard techno isnt for me either, but its a huge and varied amount of music that comes under the 'dj' banner.