@cicerone imposter,
One of the main problems is that the Status Quo benefits no one. The West has an opportunity to actually make a difference. The last time we had a window of opportunity was shortly after 9/11 when Jack Straw visited Iran, and started rapprochement. Like America Iran had had its own problems with Taliban extremists in Afghanistan, including the murder of Iranian diplomats.
All this hard work was thrown out of the window by George Bush's inane 'axis of evil' speech. After that Ahmadinejad was elected president and Iran moved to undermine the West's actions in Afghanistan and Iraq. Things could have been very different, and there would have been less casualties, on both sides, as a result. The only beneficiaries of the war in Iraq were the Iranians anyway. Talk about shooting yourself in the foot.
Iran has never attacked/invaded another sovereign country. Iran had a democratically elected government that was ousted in a CIA/MI6 backed coup. Presidential candidates jokingly sing 'Bomb, bomb, bomb, Iran,' out on the campaign trail. It's easy to see who the aggressor is.
One major scandal is the amount of people dying in Iran because of lack of medicine. This shouldn't happen because the embargo shouldn't stop medical supplies getting through, but so many companies are put off doing legitimate business with Iran because of fear of being put on a black list. Assurances should be given to firms who legally trade with Iran, that this will not happen.
Let's not forget that the ordinary Iranians are probably the most pro-Western group of people in the Middle East.