I also noticed the other day that there are more bicycles and bicycling in advertisements, so it has certainly crept into the "accepted lifestyle" (and it shows up on all kinds of weather channel clips :-)).
I do have to wonder if a TV campaign just might make that market bigger. I think right now (okay, maybe in March or April or May ... or maybe January for those resoultions)...) there are people looking for something to do "about" so much stuff they feel helpless about, including creeping obesity and gas prices and what have you. (Yea, prices are creeping down right now... )