People should at least be trying, I mean, media hasn't really done shit about notifying the public about this, as it's a quite unknown subject. The general public should be passing it around, and if it gets enough hype on twitter/tumblr/etc, maybe the mainstream media channels will pick it up as well. Especially with all the celebrity endorsements (they're finally doing something useful).
I will be joining the April 20th night time movements.