Why do many women find feminism scary? Because to ask for/require/demand equality, and keep doing it, day after day, means upsetting the status quo and to do that you have to tread on some toes, and I think part of the problem is that women are taught very well that it's their role to be nice, to smooth over problems, to pick up the slack.
People (men and women) will use this fact to react against feminist efforts too. For example with name changing. I know women who have not reeeallly wanted to change their name, but have done it because it made the husband happy, then there were the expectations of the husband's parents, their own parents, the message that if you decide not to do it, you'll stand out like a sore thumb, "oh but you'll have a different name from your children!" (assuming they'll have his name, naturally) – as if that's a shocking and terrible thing – "Oh your one of these feminists, are you?" (on a sneering tone). None of these things are forcing the women not to insist on equality. But they are chipping away at her self-worth via reminding her that she's supposed to be compliant, non-disruptive, put the children first etc.
Standing up for equality, equal pay, equal treatment socially, equal treatment in law, and so on should put you in a position of standing on an equal level. It should be about taking your place as in equal, fully respected individual. In fact the forces at play put you, as a feminist, in a position where you are labelled as and/or feel "uppity" or difficult or demanding.
You have to not give two shits about that. I don't. But I do get tired of meeting those brickbats every day. Because I'm not married to DP and don't have his name, because I'm "Ms", because I say "no, my income does not cover the childcare –me and DP both work and both pay for childcare to allow us both to work" – the raised eyebrow from the HT, the sigh from the person filling in a form, the bafflement from the caller who thinks I must be Mrs DP, the slightly sneery "Oh you're such a feminist so I know you won't approve" from the friend who is changing her name. It's hard work. It's a place many women don't want to be in. Women are so often brought up to seek approbation and to get it for looking nice, being caring and not rocking the boat.
Obviously I think the fact that it's like this is part of what needs to change. Also, I do think it is changing, has been for a long time and continues to – but it's slow and there are continual setbacks. However what I am sure about is those little everyday things/"gentle" sexism (a great description) ARE important. They are a huge part of the issue. They are not trivial in their effects and mocking and sneering at feminists for bringing them up is part of the problem I'm afraid.