There’re many hurdles to people accepting and believing in Jesus, but one of the commonly ignored hurdles is the concept of even having a “lord” or a “King”. People just don’t get what that means.
And this is probably a fairly recent thing… Up until the 1940s-50s nations would still go to war “for King and country”, Kings still held complete sovereign power is certain nations. Whereas today, the only all-powerful Kings are despots and military coups.
It’s no wonder that non-Christians hear us talking about Jesus as a king and then find the idea of repentance so strange. Why would you change your life for someone like Queen Elizabeth?!
The real idea behind Jesus’ kingship is his Lordship; He’s the Master and we are his slaves. And he has become like us to die for us and take us from slaves to sons (Col 1).