Well, I tried to find some actual market research on the subject, but apparently market research papers are like 1000 dollars a pop. So I decided to go with the gut. I always felt like they heyday for Role Playing Games, in terms of mainstream popularity, was the early 80s. It was everywhere. There was a D&D cartoon. D&D was advertised on TV. It was referenced in films like ET. And a ton of fantasy and Sci Fi movies made wide release. I have no raw numbers, but it doesn't feel like D&D has reached that level of popularity again. I don't think this is any fault of 4E. But the hobby itself has been effectively labeled a geek activity, and this probably deters lots of interests. Besides, it is hard for a pen and paper game to compete with online RPGs (which have been able to gain mainstream appeal). I think the key to making gaming popular isn't a streamlined cutting edge system (though that helps), it is getting cool people in the media to come out as gamers (and by cool people I do not mean Vin Deisel, Patton Oslwalt or Robin Williams). Wizards should plunk all its money on a Brad Pitt and Jessica Alba campaign blitz. Only then, will we a heavy flow of new gamers into the hobby.