Are we there yet?

Last night, before we slipped off to sleep, we happened to be watching a movie onUSA Network. It was one of those where they have hosts that come on in the breaks and chit-chat about relevant things in the movie and real life. On one of the breaks the hosts came on and started talking about writers and the L.A. cafe they were in then they began explaining “blog” and “how you can start your own weblog tonight”. Are we mainstream when casual media recognizes us?