I guess I have to eat my words: today I found out that even my mother in law (who still sees no point in owning a mobile phone and only uses computers for work and casual games) is aware of this.

She heard it on the radio and there were several articles in the local(!) newspaper -- in between the usual reports about global politics and coverage of small-scale local events (i.e. "cake competition at the local high school" level news) -- I think she's quite representative of the readership demographic.

So I guess it is making waves. Not sure many people actually care but it is getting significant news coverage.