That is the whole point - they reject because they have not spiritual hearing/discernment to comprehend, receive and accept.
For that, one must have the Spirit; to have the Spirit one must be saved/born again. They hear, but only with the humanistic hearing of natural/unsaved man and with that hearing, the things of the Spirit (all the things of the Spirit) are foolishness.
[1Co 1:2 KJV]
2 Unto the church of God which is at Corinth, to them that are sanctified in Christ Jesus, called [to be] saints, with all that in every place call upon the name of Jesus Christ our Lord, both theirs and ours:
[1Co 2:12-13 KJV]
12 Now we have received, not the spirit of the world, but the spirit which is of God; that we might know the things that are freely given to us of God.
13 Which things also we speak, not in the words which man's wisdom teacheth, but which the Holy Ghost teacheth; comparing spiritual things with spiritual.
14 But the natural man receiveth not the things of the Spirit of God: for they are foolishness unto him: neither can he know [them], because they are spiritually discerned.