According to the bible, the unregenerate naturally rejects the gospel as foolishness. Without spirit, we are unable to understand spiritual things. Yes, I am aware of the gospel message and have "heard" it, but no spirit has made me realize that I am a sinner in need of a savior, so I have no choice but to reject the message. I have heard the story, but as it is said....."it is foolishness" to me.
“Keep on hearing, but do not understand; keep on seeing, but do not perceive. Make the heart of this people dull, and their ears heavy, and shut their eyes; lest they see with their eyes, and hear with their ears, and understand with their heart, and return and be healed†(Isa. 6:9-10; cf. Mk. 4:12, Lk. 8:10). “Why do you not understand My speech? Because you are not able to listen to My word. You are of your father the devil.... He who is of God hears God’s words; therefore you do not hear, because you are not of God†(Jn. 8:43-44, 47). The preaching of the gospel is useless to the deaf. The written word is of no effect to the blind. Only God can open blind eyes and deaf ears. “The hearing ear and the seeing eye, the LORD has made them both†(Pr. 20:12).