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[–] roboticon 0 points 1 point (+1|-0) ago 

But "how's it going?" isn't always a conversation starter -- how do you know whether someone saying this would really be open to a conversation or is just being polite?

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[–] Astromachine ago 

It isn't itself the conversation starter, it is a neutral invitation to start a conversation. At the very least, if you respond with a conversation the person who isn't interested then has to back out of it. In which case, those who are not open to conversations will not use it since there are lots of other polite greetings which don't open you up for conversation. Such as "good morning."