How can i make GURPS less intimidating for my friends?

I am a huge fan of GURPS due to the customization options as it has a lot of customization options but the mechanics boil down to ‘Roll 3d6. If it is below your modifier then you pass. 17 and 18 are critical failures. ‘ but whenever I bring it up my friends say it is way too complicated. So my question is how can i make GURPS appear less intimidating to players who have never tried it?

So far my friends have tried and liked

  • World Of Darkness
  • Burning Wheel

They tried but did not like these:

  • D&D 5e
  • Pathfinder